Due to the stretched capacities of human staff, consumers are increasingly placed in situations where they are “required” to use technology amidst their travel experiences, despite potential service failures in robotic technologies. Yet, research into how robotic service failures could potentially spill over to consumers’ brand experiences, robot experiences, and adoption intention remains unexplored. Drawing on appraisal, attribution, and psychological reactance theories, an interconnected research model of service failure, attribution, and (in)voluntary robot adoption was tested via two experiments. A mixed-design quasi-experiment (Study 1) found a significant interaction effect of service failure and attribution on brand experience in the hotel concierge context. Study 2 provided further evidence for the causal effects in Study 1 by employing a between-subject quasi-experiment in the hotel front desk context with additional measures. Collectively, this research contributes to the literature by highlighting how temporal, situational, and contextual factors in HRI may impact evaluations of brand and robot experiences.

中文翻译：

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消费者对机器人服务失败的品牌体验：建模评估、归因和心理反应

由于人类工作人员的能力捉襟见肘，消费者越来越多地处于“需要”在旅行体验中使用技术的境地，尽管机器人技术可能会出现服务故障。然而，关于机器人服务故障如何影响消费者的品牌体验、机器人体验和采用意图的研究仍有待探索。借鉴评估、归因和心理抗拒理论，通过两个实验测试了服务失败、归因和（非）自愿机器人采用的相互关联的研究模型。混合设计准实验（研究 1）发现，服务失败和归因对酒店礼宾环境中的品牌体验存在显着的交互影响。研究 2 通过在酒店前台环境中采用受试者间准实验并采取额外措施，为研究 1 中的因果效应提供了进一步的证据。总的来说，这项研究通过强调 HRI 中的时间、情境和情境因素如何影响品牌和机器人体验的评估，为文献做出了贡献。