Understanding the critical antecedents of employee–service robot collaboration: an investigation with the protection motivation theory

Purpose Today, the widespread use of robotic technologies in the service sector has created the need for a deeper understanding of the factors affecting human−robot collaboration. By examining factors such as robot awareness, change-oriented leadership and employee motivations (approach and avoidance) within the framework of the protection motivation theory (PMT), this study aims to provide insights into the psychological and organizational factors that influence employee−service robot (E-SR) collaboration. This study also sheds light on how this collaboration influences employees’ intentions to use robots and their actual usage behavior, ultimately contributing to developing more effective strategies for integrating robotic technologies into service environments. Design/methodology/approach The 220 valid questionnaires collected from service sector employees were analyzed using partial least squares structural equation modeling. Findings This study found that robot awareness, change-oriented leadership and approach motivation have significant positive effects on E-SR collaboration. In contrast, avoidance motivation did not show a significant effect on collaboration. In addition, E-SR collaboration was shown to significantly affect employees’ intentions to use robots, which in turn significantly impacted their actual robot usage behavior. Practical implications The findings offer valuable insights for industrial leaders and policymakers, suggesting that enhancing E-SR collaboration could improve robot usage in the service sector. By fostering environments where robot awareness and change-oriented leadership are emphasized, organizations can improve employee engagement with service robots, thereby optimizing the use of automation. Originality/value This study contributes to the literature by applying the PMT framework to understand E-SR collaboration in the service sector. It uniquely explores the role of leadership and motivation in shaping collaborative interactions with robots and provides empirical evidence on the connection between collaboration, intentions and actual usage behavior in robot adoption.