摘要
智能技术革命背景下酒店机器人应用面临困境,酒店机器人使用行为的影响机制亟待研究。文章运用访谈法收集了21家粤港澳大湾区高档酒店的样本进行扎根分析,构建了酒店机器人使用行为的影响机制模型,并借助技术接受和使用统一理论模型和“技术-组织-环境”框架对其进行阐释。酒店机器人使用行为的影响机制为:绩效预期、努力预期、社群影响、促成条件、感知成本和感知风险6个核心变量直接作用于酒店对机器人的态度,并通过影响使用意向最终影响其使用行为;使用经验和组织特征是两大调节变量。在明晰酒店机器人使用行为影响机制的基础上,识别了影响酒店机器人使用行为的使能因素和抑制因素;其中,感知成本和感知风险是完全抑制因素,而绩效预期、努力预期、社群影响、促成条件既包括使能因素也有抑制因素。
Innovative technology adoption may provide new labor replacement tools for hotels and meet consumer demand for smart technology and service efficiency. A broad consensus exists in the industry that automation and technological innovation can improve the efficiency of resource allocation and management outcomes. However, the current performance of robotic applications is controversial, which further aggravates the wait-and-see mood of hotel robotic applications. Under this background, this paper discusses the influencing factors and mechanism of hotel robot use, which aims to provide theoretical support for management decision-making and innovation behavior. This study utilizes a sample data interviewing 21 high-end hotels in the Guangdong-Hong Kong-Macao Great Bay Area and constructs the influence mechanism model in user behavior towards hotel robots from the perspective of organization managers. The model is explained based on the UTAUT theoretical model and the TOE framework. The result shows that performance expectancy, effort expectancy, social influence, facilitating conditions, perceived risk, and perceived cost are the six-core variables that affect the use behavior of hotel robots. Attitude and intention play a mediating role, while organizational characteristics and user experience play a moderating role. Based on the model, the enablers and inhibitors of hotel robot applications are analyzed. The perceived cost includes additional cost and relative cost, which is the inhibitor of the robot’s intention and behavior. Perceived risk is related to customers’ accidental injury risk, system risk, and information risk, which are the inhibitors. This study contributes to the literature through(1) The influence mechanism of hotel robot use behavior is clarified.(2) It enriches the theoretical framework of technology acceptance by expanding its application in the context of hotel robots.(3)The enablers and inhibitors of hotel robots’ use behavior are identified.(4) It responds to practical needs in hotel ro
作者
梁少华
曾国军
赖嘉伟
Liang Shaohua;Zeng Guojun;Lai Ivan Ka-Wai(Faculty of Tourism and Business,Guangzhou Panyu Polytechnic,Guangzhou 511483,China;School of Tourism Management,Sun Yat-Sen University,Guangzhou 510275,China;Faculty of International Tourism and Management,City University of Macao,Macao 999078,China)
出处
《旅游论坛》
2023年第1期82-96,共15页
Tourism Forum
基金
国家自然科学基金项目“跨国移民饮食适应的文化地理机制:基于广州的案例”(41901164)、“新文化地理视域下广州流动群体的饮食伦理、消费实践与身份协商”(42071174)和“返乡群体日常消费中的身份协商与地方认同构建:基于新文化地理学的视角”(41971190)共同资助。
关键词
智能技术
酒店机器人
技术接受
UTAUT理论模型
TOE框架
intelligent technology
hotel robot
technology acceptance
the UTAUT theoretical model
the TOE framework
