The influence of robot anthropomorphism and perceived intelligence on hotel guests' continuance usage intention

The hospitality and tourism industries are increasingly employing service robots to deliver services to travelers. However, there is scant research on how robot anthropomorphism and perceived intelligence affect travelers' intention to use robots in hotels. Drawing on the heuristic-systematic model and the perspective of consumption value, this study investigates the impact of the heuristic factor (robot anthropomorphism) and the systematic factor (perceived intelligence) on travelers' continuance usage intention through utilitarian and hedonic values in the hotel context. This study also examines the moderating role of perceived control. The research model was assessed by partial least squares structural equation modeling using online survey data collected in China. The results indicate that perceived intelligence directly and positively affects hotel guests' intention to continue using robots. Utilitarian and hedonic values mediate the positive effects of robot anthropomorphism and perceived intelligence on hotel guests' continuance usage intention. Furthermore, the results reveal that perceived control positively moderates the direct effects of robot anthropomorphism and perceived intelligence on hotel guests' continuance usage intention. Theoretical and practical implications are provided.