Understanding the effect of anthropomorphic features of humanoid social robots on user satisfaction: a stimulus-organism-response approach

Purpose Humanoid social robots (HSRs) are an innovative technology revitalizing various service sectors, such as the hospitality industry. However, limited research has explored how anthropomorphic features of HSRs influence user satisfaction with the services delivered by HSRs. To address this, a research model was proposed to evaluate how three distinct anthropomorphic features: appearance, voice and response, impact the perceived values (i.e. utilitarian, social and hedonic values) of HSRs, which, in turn, influence user satisfaction. Design/methodology/approach Data from an online survey of hotel customers was utilized to test the research model ( N = 509). Findings The results indicated that appearance, voice, and response affect perceived utilitarian, hedonic and social values differently. The response feature of HSRs demonstrated the strongest impact on perceived utilitarian, social and hedonic values. In addition, voice affected all three perceived values, while appearance only affected perceived utilitarian and social values. Furthermore, perceived utilitarian, hedonic and social values showed positive impacts on user satisfaction, with hedonic value being the most influential factor. Originality/value This study contributes to the literature on HSRs and anthropomorphism by explaining how different anthropomorphic features affect users’ value perceptions and user satisfaction with HSR services by utilizing the stimulus-organism-response (SOR) framework.