A Study on Anthropomorphism of Hotel Robot Service and the User’s Continuous Use Intention Applying Technology Acceptance Model(TAM)

This study focuses on the introduction of anthropomorphized robot services that exhibit human-like characteristics in Human-Robot Interaction (HRI). Furthermore, considering that studies on customer behavior following the adoption of new technologies mainly utilize the Technology Acceptance Model (TAM), this research verifies the influence relationship on future intention to continue usage based on TAM. Through empirical analysis using SPSS 27.0 and AMOS 27.0 programs to conduct path analysis via structural equation modeling, the following results were obtained: First, anthropomorphism of hotel service robots showed significant influence on perceived usefulness and perceived ease of use of technology acceptance. Second, based on technology acceptance, hotel customers commonly verified significant influence on intention to continue usage. Third, it was confirmed that there is a partial mediation effect on intention to continue usage depending on technology acceptance and anthropomorphism of hotel service robots. Through the results, it was confirmed that there is a need to enhance the level of similarity between humans and robots, which is an anthropomorphic element of robots, in order to increase customers' HRI experience level in service environments. Accordingly, directions and strategies for continuous adoption and utilization of robot services were suggested.