How to shape consumer preference for service robots? A meta-analysis of use intention

Purpose Recent technical advancements have boosted service robot adoption in the service industry. To facilitate their integration in service delivery, this study develops and tests a framework that leverages human–robot interaction to shape consumer preferences and focuses on how technical innovation in service robots can contribute to improving service value perception. Design/methodology/approach This study conducts a meta-analysis to integrate the data of 81 independent studies, encompassing a total sample size of 59,328 participants. This study aims to explain the sociotechnical mechanisms that underpin service robot adoption and their role in enhancing consumers’ perception of service value. Findings This study explores the factors and psychological mechanisms that may influence customer intentions and offers new insights and a comprehensive research agenda for marketing. This study reveals that technology and sociality are factors that can drive the use of service robots. Originality/value This study integrates the service robot acceptance model and the interactive technology acceptance model to develop a comprehensive framework grounded in sociotechnical theory to understand service robots. By advancing the literature on relationship marketing, this study reveals the technical and social factors that can influence consumers’ willingness to adopt service robots. Furthermore, this study provides valuable insights for targeted marketing strategies in the field of service innovation.