Willing To Pay? The Impact Of Hotel Robot On Purchase Intention Of Customer: A Control Experiment

With the rapid development of artificial intelligence(AI)and information technology(IT),high-tech products represented by robots have been widely used in different industries,gradually extending from the original industrial field to the service industry,especially for the tourism and hospitality industries.Presumably because of the growing demand for high-level customer service,technological innovation and market competition in the travel and hotel industry that robots are playing an increasingly important role in the travel and hotel industry.Customers are the most important stakeholders in tourism and hotels.Study the impact of customers 'robotic services on their consumption willingness,and provide more personalized and personalized hotel services according to customer needs.It helps to promote the effective use of robotics products by tourism and hotel companies,and customers can experience better hotel services.In this way,a benign and interrelated relationship between hotel robot service and the customer purchase intention will be self-fulfilled.Based on the above analysis,the author deems that the study on impact of robot services on consumers' purchase intention has significant theoretical and pragmatic meaning.However,the previous study on the robots' impact on the purchase intention is insufficient.Therefore,the study investigated the impact through an experiment.The study found the conclusions as followings:First,the impact of robot on customer purchase intention has already attracted great attention and most consumers' purchase intention is affected by robots,which are mainly reflected in the three dimensions of consumer purchase intention(attitudes and purchase behavior).Secondly,the impact of robots on hotel customer purchase intention is also affected by the type of robot: humanoid robots have less impact on customers' purchase intention than chatbots.Thirdly,different degrees of customer technology readiness index will have a significant impact on the relationship between robots and consumers purchase intention: The lower the technology readiness index,the greater the influence of robots on consumers' purchase intention;the higher the technology readiness index,the more potential customers purchase intention is weakened by the influence of robots.Finally,for the customer who with different degrees of technology readiness index,the robot types play different roles in the influence of robots on customer purchase intention.The results of this study contribute to not only the relevant research theories of purchase intention,but experimental methods in the field of purchase intention for tourism hotels.It is also conducive to promoting the tourism and hotel industries to better serve consumer needs and use robotics to provide better service products.