KOREASCHOLAR

The outbreak of COVID-19 has brought significant changes to today’s life. Human contact is regarded as a source of risk. Thus, the low-contact services provided by service robots have gained more attention in the hospitality industry. However, a relatively smaller proportion of empirical research exists about service robots on the consumer side. Moreover, technology acceptance theories were mostly used in the adoption of new technology products, but the psychological aspects of consumers were rarely explored. Therefore, the stimulus- organism-response model (SOR model) was applied to explore consumers’ acceptance of adopting service robots and to understand what factors will successfully stimulate consumers’ subsequent value and behavioral responses. Furthermore, we investigated the relationship among stimulus (coolness and affinity), organism (utilitarian value and hedonic value) and response (intention to use and word-of-mouth recommendation). This study used convenience sampling and tested the hypotheses with SPSS and Smart PLS.

• Sue-Ting Chang(National Taichung University of Science and Technology, Taiwan)
• Sheng-Hshiung Tsaur(National Chiayi University, Taiwan)
• Chu-Cheng Chang(National Chiayi University, Taiwan)
• Tien-Cheng Han(National Chiayi University, Taiwan)