Nghiên cứu các mối quan hệ giữa nhận thức về robot trong tương lai, sự lo lắng về công nghệ cao và sự chấp nhận sử dụng robot dịch vụ trong ngành kinh doanh khách sạn tại Việt Nam
DOI:
https://doi.org/10.33301/JED.VI.2694Từ khóa:
Chấp nhận sử dụng robot dịch vụ, kỳ vọng tích cực về hiệu suất, mối đe dọa thực tế dự kiến, nhận thức về ngoại hình, nhận thức về tư duy, nỗi lắng về công nghệTóm tắt
Nghiên cứu phân tích tác động của ngoại hình, tư duy giống con người của robot và tâm lý lo ngại công nghệ đến việc hình thành kỳ vọng tích cực, tiêu cực của khách hàng, qua đó ảnh hưởng đến ý định chấp nhận robot dịch vụ tại nhà hàng – khách sạn ở Việt Nam. Nghiên cứu sử dụng phương pháp PLS-SEM với dữ liệu từ 200 khách hàng đã từng biết hoặc trải nghiệm robot. Kết quả cho thấy việc robot có ngoại hình và tư duy giống con người không làm tăng kỳ vọng tích cực, nhưng lại gia tăng kỳ vọng tiêu cực như lo ngại về mối đe dọa tiềm ẩn. Ngoài ra, tâm lý lo ngại công nghệ cũng tác động mạnh đến kỳ vọng của khách hàng. Nghiên cứu làm rõ mối quan hệ giữa các yếu tố này, đồng thời đề xuất giải pháp nâng cao hiểu biết và niềm tin khách hàng, nhằm thúc đẩy mức độ chấp nhận robot, từ đó cải thiện trải nghiệm dịch vụ trong ngành nhà hàng – khách sạn.
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