Küresel Konaklama Sektöründe Hizmet Robotlarının Kabulüne Duygusal Faktörlerin Etkisi: Karma Yöntemli Bir Analiz

Öz

Bu çalışmanın amacı, tüketicilerin termal otel ortamlarında kullanılmak üzere özel olarak tasarlanmış servis robotlarını nasıl algıladıklarını ve kabul ettiklerini araştırmaktır. Bu amaca ulaşmak için araştırma, olumlu duygu, olumsuz duygu ve tüketicilerin servis robotlarını benimsemeye yönelik davranışsal niyetlerinin rollerine odaklanmaktadır. Karma yöntemli bir tasarım kullanan çalışma, duygusal ve bilişsel faktörler arasındaki karşılıklı ilişkileri incelemek için hem nitel içgörüleri hem de nicel titizliği entegre etmektedir. Veriler, Türkiye genelinde termal otellerde kalan 458 müşteriden toplanmıştır. Analiz, önerilen hipotezlerin sağlam ve çok boyutlu bir değerlendirmesine olanak sağlayan bulanık kümeli Nitel Karşılaştırmalı Analiz (fsQCA) ile birlikte Kısmi En Küçük Kareler Yapısal Eşitlik Modellemesi (PLS-SEM) kullanılarak yürütülmüştür. PLS-SEM’den elde edilen bulgular, yenilik ve memnuniyetin tüketicilerin servis robotlarını kabulü üzerinde istatistiksel olarak anlamlı pozitif bir etkiye sahip olduğunu, keyif ve olumsuz duygu etkilerinin ise anlamsız olduğunu göstermektedir. Ancak fsQCA sonuçları, tek başına bireysel faktörlerden ziyade belirli duygusal durum kombinasyonlarının daha yüksek kabul seviyelerine etkili bir şekilde yol açabileceğini ortaya koymuştur. Bu bulgular, konaklama ortamlarında hizmet robotu uygulama stratejilerini geliştirmek için değerli çıkarımlar sunmaktadır.

Anahtar Kelimeler

• Hizmet robotları
• Konaklama sektörü
• Teknoloji kabulü
• PLS-SEM
• fsQCA

The Impact of Emotional Factors on Service Robot Acceptance in Global Hospitality: A Mixed-Method Analysis

Öz

The purpose of this study is to investigate how consumers perceive and accept service robots specifically designed for use in thermal hotel environments. To achieve this objective, the research focuses on the roles of positive emotions, negative emotions, and consumers’ behavioral intentions toward adopting service robots. Employing a mixed-methods design, the study integrates both qualitative insights and quantitative rigor to examine the interrelationships among emotional and cognitive factors. Data were collected from 458 guests staying at thermal hotels across Türkiye. The analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) alongside fuzzy-set Qualitative Comparative Analysis (fsQCA), enabling a robust and multidimensional evaluation of the proposed hypotheses. The findings from PLS-SEM indicate that novelty and satisfaction exert a statistically significant positive influence on consumers’ acceptance of service robots, whereas the effects of enjoyment and negative emotions were non-significant. However, fsQCA results revealed that specific combinations of emotional states rather than individual factors alone, can effectively lead to higher acceptance levels of acceptance. These findings provide valuable implications for developing strategies for implementing service robot in hospitality environments.

Anahtar Kelimeler

• Service robots
• Hospitality
• Technology acceptance
• PLS-SEM
• fsQCA

Kaynakça

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