Güven İnancı, Duygusal Tepkilerin Öncülü Olarak Otellerde Hizmet Robotu Kabulünü Nasıl Etkiler?

Yıl 2022, Cilt: 6 Sayı: 2, 245 - 263, 31.12.2022

Levent Çallı

https://doi.org/10.26650/acin.1117238

Öz

Turizm ve konaklama endüstrisinde robot teknolojilerinin kullanımı her geçen gün daha da popüler hale gelmektedir. Robot-insan etkileşiminin yüksek seviyesi nedeniyle hem müşteri hem de hizmet sağlayıcı, robotların bu sektördeki adaptasyonunu disiplinler arası bir yaklaşımla değerlendirmek zorundadır. Bu çalışma, bilişim sistemleri perspektifinden bireylerin otel hizmetlerinde kullanılan robot teknolojilerini kabulünü, güven inancı faktörüne dayalı Teknoloji Kabul Modeli (TKM) çerçevesinde duygusal tepkilerin etkisiyle incelemektedir. Araştırma bulguları, güven inancının algılanan eğlence üzerinde olumlu, robot anksiyetesi üzerinde ise olumsuz yönde etkisi olduğu göstermektedir. Algılanan eğlencenin temel TKM değişkenleri olarak algılanan fayda ve algılanan kullanım kolaylığını olumlu yönde etkilediği, robot anksiyetesinin ise duygusal tepki olarak yalnızca kullanım kolaylığı üzerinde olumsuz bir etkiye sahip olduğu gözlemlenmiştir. Bu açıdan, otel hizmet robotları bağlamında, TKM ilkelerinin geçerliliği harici değişkenler kullanılarak test edilmiş ve araştırma kapsamında doğrulanmıştır. Bu çalışma, Türkiye’de otel hizmet robotu kabulü algısını müşteri perspektifinden anlamaya yönelik öncü çalışmalardandır. Çalışma bulgularının henüz gelişme aşamasında olan ilgili literatüre katkı sağlaması ve sektör yöneticilerine pratik öneriler sunması beklenmektedir. 

Anahtar Kelimeler

Hizmet Robotları, Teknoloji Kabul Model, İnançlara Güven, Robot Anksiyetesi, Eğlence, Service Robots, Technology Acceptance Model, Trusting Belief, Robot Anxiety, Enjoyment

How Does Trusting Belief Affect Service Robot Adoption in Hotels as an Antecedent of Affective Reaction?

Öz

The application of robot technology in the tourism and hospitality industries is becoming increasingly popular. Due to the high level of robot-human interaction, both the customer and the service provider must evaluate the adaptation of robots in this industry using an interdisciplinary approach. From the perspective of information systems, this study examines individuals’ acceptance of robots used in hotel services within the framework of a trusting belief-based technology acceptance model (TAM) that includes the effect of emotional reactions. According to the results, it was observed that trusting belief have positive effects in both enjoyment and negative robot anxiety, considering hotel service robots specifically. In terms of affective reactions, enjoyment was observed to positively affect the perceived usefulness and ease of use as core TAM variables, while robot anxiety has a negative effect only on ease of use. In the context of hotel service robots, the validity of the TAM principles has been tested and verified using external variables. To the best of our knowledge, this study is the first attempt to understand the perception of hotel service robot adaptation in Turkey from the customer perspective. The study findings are expected to contribute to the literature, which is still in the early development stage, and provide practical advice to sector managers. 

Anahtar Kelimeler

Service Robots, Technology Acceptance Model, Trusting Belief, Robot Anxiety, Enjoyment

Kaynakça

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