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Title
Abstract
Introduction
Theoretical Background
Research Context and Methods
Data Collection
Data Analysis
Findings
Discussion
Conclusion
References
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Business and Management
Marketing

Non-dyadic human–robot interactions and online brand communities

Profile image of Marco Tulio ZaniniMarco Tulio Zanini

Marketing Intelligence & Planning

https://doi.org/10.1108/MIP-02-2022-0059
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33 pages

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Abstract

PurposeThis research investigates and conceptualizes non-dyadic human–robot interactions (HRI).Design/methodology/approachThe authors conducted a netnographic study of the Facebook group called “iRobot – Roomba,” an online brand community dedicated to Roomba vacuums. Their data analysis employed an abductive approach, which extended the grounded theory method.FindingsDyadic portrayals of human–robot interactions can be expanded to consider other actants that are relevant to the consumption experiences of consumer robots. Not only humans but also nonhumans, such as an online brand community, have a meaningful role to play in shaping interactions between humans and robots.Research limitations/implicationsThe present study moves theoretical discussions on HRI from the individual level grounded in a purely psychological approach to a more collective and sociocultural approach.Practical implicationsIf managers do not have a proper assessment of human–robot interactions that considers dif...

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Soonkwan Hong

CyberPsychology & Behavior, 2007

The authors use the "uncanny valley theory" as a diagnostic lens to better understand consumers' perceptions of humanlike consumer robots in different contexts. The results demonstrate that individuals were indifferent about the extent of the humanness of robotic images in the context of touching the robots. However, respondents showed more concern for robotic images' similarity to humans in the contexts of communicating with robots, watching robots in a movie, and living in the same house with robots. One key contribution of the study includes the initial empirical foundation for understanding individual evaluation of the appearance of consumer robots in a variety of contexts.

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The consumer-human-like robot interaction framework
Adesegun Oyedele

International Journal of Technology Marketing, 2008

The proliferation of robots (especially human-like ones) and the movement toward Self-service Technologies (SSTs) suggest that robots be used to assist consumers in affecting commercial transactions. In the absence of research that examines consumer response to robots, this exploratory study was designed to combine the related theories and prior research from the technology and innovation adoption literatures with the results of the observations of individuals with a human-like robot, to develop a framework for understanding and examining individual and group reactions to a human-like robot in a consumer context. The insights gained from this study and the resulting testable propositions should provide researchers with a practical framework to initiate the study of individual-robot interaction in a consumer context.

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THE MARKETING POTENTIALS OF SOCIAL ROBOTS: A LITERATURE REVIEW
Nikola Draskovic

International Journal of Sales, Retailing and Marketing, 2022

During the past two decades, technological advances led to the development of various internet-based technologies and platforms with a certain level of automated interaction with users. Furthermore, thanks to the learning process, these technological platforms gain a certain level of autonomy and (artificial) intelligence. A combination of internet-based technologies, advanced algorithms and contemporary hardware resulted in the concept of social robots. Social robots co-create value through interactions with humans as fully or partially automated technologies. Social robots came in many flavours-virtual or embodied. The simplest form is represented by various types of robotic toys, while more complex representatives can offer their respective services in homes, the entertainment industry, the service sector and healthcare. The aim of this paper is twofold. First, this paper investigates the available literature and research studies on social robots and potential marketing applications primarily within the service industry. With the further improvement of the interaction with humans and more humanlike appearance, social robots can potentially excel in roles where service quality significantly relies on the skills and motivation of a service provider. Repetitive and dull activities, such as taking orders at the drive-in, can drain energy and motivation from a person. On the other hand, social robots would perform such tasks without any deviations in behaviour. In some countries, the service industry faces challenges, such as trained staff shortages and a relatively long training process for newly appointed employees. Therefore, we can expect businesses to look for different types of solutions. However, the actual commercial value of social robots will ultimately depend on the preparedness of customers to accept service from a social robot as an alternative to human service. Additionally, the employees' willingness to accept robotic co-workers is also important from the perspectives of a new technology adoption. Finally, this paper aims to detect and describe potential routes for further research on this topic.

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Service robots: The dynamic effects of anthropomorphism and functional perceptions on consumers' responses
Professor Jochen Wirtz, Hyunsu Kim

European Journal of Marketing, 2023

Purpose – Although humanoid robots are increasingly adopted in many business settings, the dynamic effects of anthropomorphism and the functional perceptions of service robots on consumers’ responses remain unclear. This research examines the impacts of robot anthropomorphism on consumers’ trust, receptivity, and the downstream effect on satisfaction. Furthermore, it examines the mediating effects of perceived ease of use (PEOU) and perceived usefulness (PU) in the relationship between anthropomorphism and consumer responses. Design/methodology/approach – After conducting two separate pilot studies to help design the research materials, this research involves three sequential studies. In Studies 1A and 1B, we used two distinct humanoid robots (i.e., Connie and Pepper) to test the direct effects of anthropomorphism on trust and receptivity, and the mediated effects via PEOU and PU. Study 2 conducted a 2 (robot appearance: machine-like vs. human-like) × 2 (task complexity: low vs. high) between-subjects experimental design to further explore the boundary effects of task complexity on trust and customer satisfaction. Findings – This research theorizes and empirically examines the mediating effects of PEOU and PU in the relationship between anthropomorphism and consumers’ responses (i.e., trust and receptivity) to service robots. Results also demonstrate a moderating role of task complexity whereby only when the task was complex did anthropomorphism affect consumer responses and customer satisfaction. The parallel mediations of PEOU and PU were also confirmed. However, when task complexity was low, we observed no differences between human- and machine-like robots. Originality – This study provides original and valuable contributions to the growing literature on service robots by addressing scholarly incongruencies regarding the impact of anthropomorphism and disentangling its positive influence on consumers’ perceptions and acceptance of service robots. Our work also contributes to research on technology acceptance and service robot receptivity by empirically demonstrating the mediating role of PEOU and PU. Furthermore, this research enriches the body of knowledge on task-technology fit by providing evidence that task complexity is a crucial factor to consider in service robot design.

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Related topics

  • Marketing
  • Philosophy of Agency
  • Brand Community
  • consumption sociology
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