Abstract
This study investigates consumer responses to low-anthropomorphic service robots in restaurant front of-house roles using the AIDUA (Artificially Intelligent Device Use Acceptance). Data from 1,268 participants were analysed using PLS-SEM. The results revealed that social impact and anthropomorphism significantly influenced both performance and effort expectancy, while hedonic motivation influenced only performance expectancy. Performance expectancy strongly influenced emotions, which in turn significantly influenced both the willingness to use service robots and objections to their use. However, effort expectancy did not significantly influence emotions. The findings validate the AIDUA model in this context and offer practical insights for robot design and implementation.
Keywords
AIDUA, technology acceptance, performance expectancy, effort expectancy, hedonic motivation, emotions
ORCID Identifiers
Ferhat Eren: https://orcid.org/0000-0001-5498-5878
Volkan Genc: https://orcid.org/0000-0001-5887-0568
DOI
10.5038/2771-5957.5.1.1072
Recommended Citation
Eren, F., & Genc, V. (2026). Service robots with low anthropomorphism in restaurants: consumer reactions and implications. Journal of Global Hospitality and Tourism, 5(1), 1-20. https://www.doi.org/10.5038/2771-5957.5.1.1072
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial 4.0 License
Included in
Artificial Intelligence and Robotics Commons, Business Administration, Management, and Operations Commons, Food and Beverage Management Commons, Human Resources Management Commons, Social and Behavioral Sciences Commons
