The influence of the perception of human–robot interaction on customer value co-creation intention: a case study of hotel service robots

Purpose Referring to the cognitive–affective–conative (CAC) framework, this study developed a model of customer value co-creation intention (VCI) with service robots in the hotel industry by combining both cognitive evaluations and affective responses. This study aims to explore the factors affecting customer VCI from the human–robot interaction perspective. Design/methodology/approach Confirmatory factor analysis and structural equation modeling were used on 357 responses in total. Findings This paper indicated that perceptions of functional interaction, customer trust and socio–emotional interaction (perceived warmth and social presence) significantly improved customer VCI. In addition, customer trust mediated the relationship between perceptions of functional interaction and customer VCI, and between perceptions of socio–emotional interaction (perceived warmth, perceived social presence) and customer VCI. Research limitations/implications This study had some limitations. First, since the data were collected from hotels in Guangzhou, China, the findings may not be applicable in other contexts. Expanding research to diverse settings and locations could improve generalizability. Second, in constructing the CAC model, this study considered customer trust primarily as an emotional reflection, with a focus on cognitive trust. Future research could place greater emphasis on affective trust, satisfaction and pleasure as emotional reflection variables. Third, the main aim of our investigation is to reveal the mediating mechanisms. However, considering individual differences in customer behavior, future research could integrate moderators associated with cognitive attitudes to further broaden our understanding of the mechanisms by which the perception of HRI affects customer VCI. Originality/value This study examines the factors influencing customer VCI from the HRI perspective, expanding the knowledge landscape regarding the effect of technology in the value co-creation process and customer experience management in the hotel industry.