The impact of service robots in retail: Exploring the effect of novelty priming on consumer behavior

Wang, Yawei; Kang, Qi; Zhou, Shoujiang; Dong, Yuanyuan; Liu, Junqi

doi:10.1016/j.jretconser.2022.103002

Cited by 53 publications

(16 citation statements)

References 91 publications

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“…This is supported by Smock and Holt (1962), who observe that young children are less inclined to explore and play with familiar toys than with new toys due to a lack of curiosity. Similarly, Wang et al (2022) find that when consumers have high knowledge about service robots, consumers' sense of novelty will disappear, then will less engage in the curiosity‐motivated behavior. Therefore, consumer curiosity about products designed by AI will be moderated by customer knowledge, such that for consumers who have higher customer knowledge, curiosity will be attenuated.…”

Section: Literature Review and Development Of Hypothesesmentioning

confidence: 97%

Consumer reactions to AI design: Exploring consumer willingness to pay for AI‐designed products

Zhang

Bai

2022

Psychology and Marketing

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Companies are increasingly using artificial intelligence (AI) technology to generate promising concepts for new products which are then marketed to consumers as "AIdesigned." Drawing on four studies and follow-up studies, this paper explores consumer perceptions of AI design. Based on the information gap model, the studies determine that, compared with professional-designed products, consumers are more willing to pay for products designed by AI, in which process curiosity plays an intermediary role (Study 1). Crucially, this research also predicts the boundary conditions for the positive effects of AI design. High levels of consumer knowledge lead to an attenuation in consumer curiosity regarding AI design, thereby decreasing the willingness to pay (Study 2), while the product type also has a moderating effect on the influence of the product design sources. Consumers are more willing to pay for utilitarian products designed by AI than hedonic products (Study 3). In addition, we reverify that consumers prefer AI-designed products through a field study (Study 4). Finally, the research sheds light on how to utilize AI to promote the success of new product innovation from a marketing perspective, providing important theoretical knowledge and actionable managerial implications for future research.

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Section: Literature Review and Development Of Hypothesesmentioning

confidence: 97%

Consumer reactions to AI design: Exploring consumer willingness to pay for AI‐designed products

Zhang

Bai

2022

Psychology and Marketing

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“…In recent years, several studies have aimed to understand the impact of HSRs in retail. Wang et al. (2022) found that participants primed with robots (vs humans) were more likely to engage in exploratory consumption behaviours.…”

Section: Discussionmentioning

confidence: 94%

“…In recent years, several studies have aimed to understand the impact of HSRs in retail. Wang et al (2022) found that participants primed with robots (vs humans) were more likely to engage in exploratory consumption behaviours. But the impact was affected by the degree of service robots' intelligence and moderated by consumers' subjective knowledge.…”

Section: Theoretical Contributionsmentioning

confidence: 94%

Retail robots as sales assistants: how speciesism moderates the effect of robot intelligence on customer perceptions and behaviour

Fiestas Lopez Guido,

Kim,

Popkowski Leszczyc

et al. 2023

JSTP

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PurposeRetailers increasingly endeavour to implement artificial intelligence (AI) innovations, such as humanoid social robots (HSRs), to enhance customer experience. This paper investigates the interactive effect of HSR intelligence and consumers' speciesism on their perceptions of retail robots as sales assistants.Design/methodology/approachThree online experiments testing the effects of HSRs' intellectual intelligence on individuals' perceived competence and, consequently, their decision to shop at a retail store that uses HSRs as sales assistants are reported. Furthermore, the authors examine whether speciesism attenuates these effects such that a mediation effect is likely to be observed for individuals low in speciesism but not for those with high levels of speciesism. Data for all studies were collected on Prolific and analysed with SPSS to perform a logistic regression and PROCESS 4.0 (Hayes, 2022) for the mediation and moderated-mediation analysis.FindingsThe findings show that the level of speciesism moderates the relationship between HSR intellectual intelligence and perceived competence such that an effect is found for low but not for high HSR intelligence. When HSR intellectual intelligence is low, individuals with higher levels of speciesism (vs low) rate the HSR as less competent and display lower HSR acceptance (i.e. customers' decision to shop using retail robots as sales assistants).Originality/valueThis research responds to calls in research to adopt a human-like perspective to understand the compatibility between humans and robots and determine how personality traits, such as a person's level of speciesism, may affect the acceptance of AI technologies replicating human characteristics (Schmitt, 2019). To the best of the authors' knowledge, the present research is the first to examine the moderating role of speciesism on customer perceptions of non-human retail assistants (i.e. human-like and intelligent service robots). This study is the first to showcase that speciesism, normally considered a negative social behaviour, can positively influence individuals' decisions to engage with HSRs.

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“…Just after the pandemic, customers also strongly desire to use service robots (Zhong et al, 2022). As a result, robots are replacing humans in restaurants like Spyce and Haidilao (a well-known catering company in China) to take orders and serve guests (Wang et al, 2022). Previous studies by Park (2020) observed that the shape of service robots is essential in influencing visitors' perceptions of robots in deciding consumption outcomes such as pleasant service encounter rating and revisit intention (Lu et al, 2021).…”

Section: Service Robotmentioning

confidence: 99%

Generating Competitiveness through Trending Marketing strategies, Case of Gen Z Consumers in the Restaurant industry

Tan

Chan

Tan

et al. 2023

IJMMU

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Implementing marketing strategies is crucial for hospitality organisations to reach their target markets and improve their performance and competitive advantage. Hence, this study examines the impact of various trending marketing strategies on the restaurant industry's competitiveness among Gen Z consumers. Using the asset-process-performance (APP) framework, this research involves six measured constructs: service robots, social media, online advertisements, website experiences, brand love and competitiveness. The samples of 301 survey questionnaires were collected from Gen Z consumers in the restaurant industry. Statistical Package for Social Science (SPSS) was used to conduct this study's data analysis. Based on the findings, service robots, social media, online advertisements, website experiences, and brand love demonstrated a significant impact on the restaurant industry's competitiveness among Gen Z consumers. Further, the research provides practical implications by better understanding Gen Z consumers, implementing appropriate marketing strategies accordingly, and impacting practice in the restaurant industry.

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The impact of service robots in retail: Exploring the effect of novelty priming on consumer behavior

Cited by 53 publications

References 91 publications

Consumer reactions to AI design: Exploring consumer willingness to pay for AI‐designed products

Consumer reactions to AI design: Exploring consumer willingness to pay for AI‐designed products

Retail robots as sales assistants: how speciesism moderates the effect of robot intelligence on customer perceptions and behaviour

Generating Competitiveness through Trending Marketing strategies, Case of Gen Z Consumers in the Restaurant industry

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