Humanoid service robots versus human employee: how consumers react to functionally and culturally mixed products

Abstract

PurposeMixed products, while presenting new business opportunities, raise considerable concerns among managers and researchers. However, whether mixed products (functionally vs culturally) trigger positive or negative consumer reactions is controversial. Hereby, the present research seeks to resolve the conflicting effects by examining the moderating role of service provider type (humanoid service robot vs human employee) in the impact of mixed products on consumer reactions.Design/methodology/approachTwo studies were conducted to explore the effect of mixed products on consumer reactions. Specifically, study 1 was developed to examine the interplay of mixed products and service provider type in shaping consumers' product attitudes and purchase intentions under an offline shopping scenario; study 2 further provided evidence for the mediating roles of perceived usefulness and perceived enjoyment in the above processes under an online-shopping context.FindingsThe convergent findings of two studies conclude that, when served by a humanoid service robot (vs human employee), consumers exhibit more positive attitudes and higher purchase intentions toward functionally (vs culturally) mixed products. Furthermore, such effect is driven by the perceived usefulness (vs perceived enjoyment) when served by humanoid robot (vs human employee).Originality/valueFirst, this is one of the first studies to conceptualize mixed products as the two-dimensional construct (i.e. functionally mixed and culturally mixed), and the findings sheds light on the mixed products literature. Second, this paper introduces service provider type as the boundary condition for the impact of mixed products on consumers' product attitudes and purchase intentions, which expands the match-up hypothesis and schema theory in service marketing. Third, the current research explores the mediating roles of perceived usefulness and perceived enjoyment in the above effects, which could make significant contribution to the motivation theory.

Guest editorial: Impact of artificial intelligence on business strategy in emerging markets: a conceptual framework and future research directions

“…In "How do AI applications in service marketing differ from human employee to influence consumer behaviors?," Jiang et al (2022) address this question by examining the moderating role of service provider type (humanoid robot vs human employee) on consumer reactions. They found consumers served by a humanoid robot are more easily convinced about the utilitarian value of functional but not culturally mixed products.…”