How customers' paradoxical expectations affect service robot usage intention? A moderated mediation model

Abstract

This study examines the influence of customers' paradoxical expectations on their service robots' usage intention in restaurants. In addition, it investigates the role of anthropomorphism perception and customers' attitudes in these effects. The results indicate that customers' expected performance efficacy positively affects their usage intention, while their expected realistic threat negatively affects them. Furthermore, expected performance efficacy indirectly positively affects usage intention through attitudes. In contrast, expected realistic threats indirectly negatively impact their usage intention through attitudes. The perceived anthropomorphism of service robots dampens the positive relationship between expected performance efficacy and their attitudes. However, anthropomorphism mitigates the inverse relationship between expected realistic threat and their attitudes. Consequently, the indirect effect of expected performance efficacy and realistic threat on intention to use is moderated by anthropomorphism. The findings provide valuable theoretical and practical insights to scholars and restaurant managers.