AI service robots in South Africa: Testing and extending the Aidua Model

Whilst AI Service Robots (AISRs) are transforming Hospitality services worldwide, their adoption in emerging markets remains less explored. In particular, the applicability of the Artificial Intelligence Device Use Acceptance (AIDUA) model within the South African Hospitality industry has received limited empirical attention. This study examines consumer acceptance of AISRs through the AIDUA framework and tests its validity in a South African context. Data were collected via an online survey from 301 participants using a scenario-based method and analyzed using Structural Equation Modeling (SEM) in AMOS. Trust emerged as the strongest predictor of behavioural intention, while hedonic motivation and social influence significantly shaped performance expectancy. Anthropomorphism increased perceived time-based effort, suggesting that human-like features may signal interaction complexity. The study refines the AIDUA model by separating effort expectancy into time-based and intellect-based dimensions, revealing their distinct roles in shaping emotional responses and trust. In practice, to boost AISR acceptance, hospitality managers and marketers should focus on enhancing enjoyment and trust whilst avoiding over-humanization in the design and deployment of AISR. Limitations of the research include the use of a scenario-based methodology and non-probability sampling. Future research should thus validate these findings with real-world AISR implementations and further assess intellectual and time-based effort expectancy dimensions.