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Examines how ai innovativeness and usefulness affect industrial robot use in Taiwan, suggesting marketing implications.
To understand the factors influencing the use of industrial robots, including collaborative robots, this study develops a conceptual model and hypothesizes that AI innovativeness in robots, the perceived usefulness of robots, and the perceived ease of use of robots positively affect attitudes toward industrial robots, which in turn facilitates industrial robot intention and use. By analyzing data from 57 Taiwanese respondents who have employed industrial robots, we demonstrate the positive effects of AI innovativeness in robots, the perceived usefulness of robots, and the perceived ease of use of robots on attitudes toward industrial robots. In addition, the attitude toward industrial robots has a positive effect on industrial robot intention and use. The main implications of this study for industrial robot firms are the ability to conduct business activities to stress the perceived usefulness of robots and the perceived ease of use of robots, which can use exhibitions and marketing to describe the functions and advantages of drawing users’ attitudes toward industrial robots. The primary limitation of this research lies in its localized geographic boundary. Because the empirical data was drawn exclusively from specialized robotics professionals within the Taiwanese manufacturing ecosystem, the findings reflect a unique regional infrastructure characterized by highly mature electronics and semiconductor supply chains.
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Hung et al. (2026) studied this question.
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