Effects of Anthropomorphism and Interactivity in Hotel AI Room Service Robots on Reuse Intention

Purpose: This study aims to investigate how anthropomorphism and interactivity in AI room service robots affect customers’ reuse intention through the variables of perceived value, perceived usefulness, perceived ease of use, and attitude in the context of hotel services. The research is grounded in an extended Technology Acceptance Model (TAM), incorporating human-robot interaction elements.Research design, data, and methodology: A structured questionnaire survey was conducted among Chinese consumers with prior experience using hotel AI room service robots. A total of 467 valid responses were collected. Structural equation modeling (SEM) was employed for data analysis, utilizing SPSS 26.0 and AMOS 24.0 to conduct confirmatory factor analysis and path analysis.Results: The results indicate that anthropomorphism has a significant positive effect on perceived value and perceived ease of use, but not on perceived usefulness. Interactivity positively influences all three mediating variables. Perceived value enhances perceived usefulness and has a strong positive impact on customer attitudes, which in turn significantly influences reuse intention. Among the 12 proposed hypotheses, all were supported except for H2.Implications: This study extends the explanatory power of TAM by integrating anthropomorphism, interactivity, and perceived value, providing a human-robot interaction (HRI) perspective for understanding customer acceptance of AI services. The findings highlight the critical role of interaction experience and value perception in shaping reuse intention. Practical implications are also proposed, including the optimization of interaction interfaces, audience-specific anthropomorphic design, user guidance, and feedback mechanisms.