Customer's Acceptance of Humanoid Robots in Services: The Moderating Role of Risk Aversion

The emerging introduction of humanoid robots in service encounters is becoming a reality in the present and the short-term. Owing to this unstoppable advance, there is a need to better understand customers' perceptions and reactions toward humanoid agents in service encounters. To shed some light on this underexplored phenomenon, this research investigates how the interaction between robot and customer's features may contribute to a successful introduction of this disruptive innovation. Results of an empirical study with a sample of 168 US customers reveal that customer's perceptions of robot's human-likeness increase the intentions to use humanoid service robots. Interestingly, customers' risk aversion moderates this relationship. Specifically, the study found that highly risk-averse customers tend to avoid using humanoids when they are perceived as highly mechanical-like. The discussion highlights the main contributions of the research, which combine previous knowledge on human-robot interaction and risk aversion from a marketing approach. Managerial implications derived from the research findings and the avenues opened for further research are described at the end.