Researchers carried out an online survey with 304 responses.
In order to improve consumer behavior prediction, three additional factors were included in the study: perceived privacy risk, trust, and personal innovativeness. For this research paper, seven variables were analyzed: performance expectancy, effort expectancy, facilitating conditions, social influence, hedonic motivation, habit, and price/value.
As a theoretical basis for investigating behavioral intention of using virtual assistants from the consumers' perspective, researchers employed the extended Unified Theory of Acceptance and Use of Technology (UTAUT2). The main purpose of this study is to develop and empirically test a model to predict factors that affect users' behavioral intentions when they use intelligent virtual assistants. These virtual assistants have challenged our daily lives by assisting us in the different dimensions of our lives, such as health, entertainment, home, and education, among others. Virtual Assistants, also known as conversational artificial intelligence, are transforming the reality around us. > Originality/value – This is the first conceptual article that systematically examines key dimensions of robot-delivered frontline service and explores how these will differ in the future. > Practical implications – This article helps service organizations and their management, service robot innovators, programmers and developers, and policymakers better understand the implications of a ubiquitous deployment of service robots. Third, it provides an overview of the ethical questions surrounding robot-delivered services at the individual, market and societal level.
Second, this article examines consumer perceptions, beliefs and behaviors as related to service robots, and advances the service robot acceptance model (sRAM). First, it provides a definition of service robots, describes their key attributes, contrasts their features and capabilities with those of frontline employees, and provides an understanding for which types of service tasks robots will dominate and where humans will dominate. > Findings – The contribution of this article is threefold. > Design/methodology/approach – This paper uses a conceptual approach that is rooted in the service, robotics, and AI literature. This conceptual paper explores the potential role service robots will play in the future and advances a research agenda for service researchers. Robotics in combination with rapidly improving technologies like artificial intelligence (AI), mobile, cloud, big data and biometrics will bring opportunities for a wide range of innovations that have the potential to dramatically change service industries. Purpose – The service sector is at an inflection point with regard to productivity gains and service industrialization similar to the industrial revolution in manufacturing that started in the 18th century.
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