Friendly or competent? The effects of perception of robot appearance and service context on usage intention

This study examines the influence of the perception of robot appearance and service context on customers'/tourists' intention to use robots. Four studies confirm a congruity effect between the perception of service robot appearance and service context. Results suggest that customers/tourists are more willing to use a service robot perceived as warm in hedonic service contexts, whereas they are more willing to use a service robot perceived as competent in utilitarian service contexts. These effects are driven by trust. This study offers a novel perspective on customers'/tourists' reactions to service robots. It also provides insights for hospitality and tourism practitioners making decisions about robot adoption. •Tourism services can be classified as hedonic-dominant and utilitarian-dominant.•Robots perceived warm are favored in the hedonic-dominant service context.•Robots perceived competent are favored in the utilitarian-dominant service context.•Trust mediates the congruity effect between robot appearance and service context.