The influence of hotel service robots on customers' consumption intention: Combination theory of planned behaviour and technology acceptance model

Previous studies mostly focused on the function of service robots from a human resource perspective in hotel literature. Currently, consumers' reactions to service robots have become key determinants of their hotel visit behaviours. However, there is insufficient investigation on how service robots are consumed by guests in the hospitality industry. In particular, a single theory cannot adequately resolve the research gap that exists in hotel literature regarding attitude and behaviour in determining whether the theory of planned behaviour (TPB) or the technology acceptance model (TAM) contains inherent disadvantages in determining the effects of service robots on consumers' hotel visit behaviours. This study aims to contribute to TPB and TAM by investigating the role of enjoyment, positive emotion, and negative emotion in explaining service robot usage in hotels on consumers' intentions to stay. A total of 352 valid questionnaires were collected using an online survey method and analysed the postulated hypotheses using PLS-SEM. The results showed that subjective norm positively influenced enjoyment, perceived usefulness, and perceived ease of use. Enjoyment positively influenced perceived ease of use. Perceived ease of use positively influenced perceived usefulness and perceived behavioural control. Perceived usefulness positively influenced attitude and perceived behavioural control. Positive emotion positively influenced attitude and intention, whereas negative emotion negatively influenced attitude. Furthermore, attitude positively influenced intention. This study extended the existing knowledge on how enjoyment, positive emotion, and negative emotion within TPB and TAM influenced consumers' intentions with service robots in hotels and benefited key stakeholders in the hospitality industry.