Service robot acceptance in museums: an empirical study using the service robot acceptance model (sRAM)
Abstract
Purpose
This study aims to apply the service robot acceptance model (sRAM) to examine how attitude toward human–robot interaction (HRI) and engagement influence consumer acceptance of service robots in a frontline setting.
Design/methodology/approach
Data was collected from 255 visitors who interacted with a robotic tour guide at a city museum. The data was analyzed using smart PLS 4.0.
Findings
The findings show the positive effects of subjective norms, appearance, perceived trust and positive emotion on both attitude toward HRI and engagement. In addition, social capability impacted attitude toward HRI, whereas perceived usefulness affected engagement.
Practical implications
To deliver engaging museum experiences that bring about positive word-of-mouth and intention to visit, managers need to incorporate the sRAM dimensions in the design and deployment of service robots.
Originality/value
This research uses field data to empirically validate the sRAM in the context of service robot acceptance. It introduces engagement as a novel mediating variable, enriching current understanding of human-like qualities in HRIs.
Keywords
Acknowledgements
This research is supported by the Ministry of Education, Singapore, under its MOE Start-up Research Funding (RF10018J). Any opinions, findings and conclusions or recommendations expressed in this manuscript are those of the authors and do not reflect the views of the Ministry of Education, Singapore.
Corrigendum: It has come to the attention of the publisher that the article, Wong, A. and Wong, J. (2024), “Service robot acceptance in museums: an empirical study using the service robot acceptance model (sRAM)”, Journal of Services Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JSM-05-2023-0183, was published with incorrect affiliation details. The original affiliation for both authors was listed as ‘Social Sciences School of Business, Singapore University, Singapore, Singapore’ and this has now been changed in the online version of the paper to ‘School of Business, Singapore University of Social Sciences’.
Citation
Wong, A. and Wong, J. (2024), "Service robot acceptance in museums: an empirical study using the service robot acceptance model (sRAM)", Journal of Services Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JSM-05-2023-0183
Publisher
:Emerald Publishing Limited
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