Service robot acceptance in museums: an empirical study using the service robot acceptance model (sRAM)

Purpose This study aims to apply the service robot acceptance model (sRAM) to examine how attitude toward human–robot interaction (HRI) and engagement influence consumer acceptance of service robots in a frontline setting. Design/methodology/approach Data was collected from 255 visitors who interacted with a robotic tour guide at a city museum. The data was analyzed using smart PLS 4.0. Findings The findings show the positive effects of subjective norms, appearance, perceived trust and positive emotion on both attitude toward HRI and engagement. In addition, social capability impacted attitude toward HRI, whereas perceived usefulness affected engagement. Practical implications To deliver engaging museum experiences that bring about positive word-of-mouth and intention to visit, managers need to incorporate the sRAM dimensions in the design and deployment of service robots. Originality/value This research uses field data to empirically validate the sRAM in the context of service robot acceptance. It introduces engagement as a novel mediating variable, enriching current understanding of human-like qualities in HRIs.