Media richness effectiveness: Humanoid robots with or without voice, or just a tablet kiosk?
通过机场商店的趣味问答实验，比较人形机器人（有/无声音）与平板信息亭在提供功能价值和享乐价值上的效果，发现机器人比平板更能提升顾客忠诚意向和购买行为，而添加声音未带来显著额外价值。
Abstract Humanoid robots can serve as in‐store communication medium, providing functional as well as hedonic value. Previous studies have demonstrated their proficiency in providing functional value, such as guiding customers, advertising products, or carrying groceries. However, in a retailing context, engaging customers often requires more than meeting their basic functional needs. This study is the first to examine the potential of humanoid service robots (HSRs) in providing hedonic value as well, comparing their performance to that of more traditional in‐store media in entertaining customers. Based on media richness effectiveness theory , the role of robot voice is also investigated. An experimental field study was performed administering a fun quiz to passers‐by at an airport store considering three conditions (via tablet, robot with voice, or robot without voice). The results show that the quiz via a humanoid robot (as compared to via a tablet kiosk) provides customers more functional and hedonic value. While functional value favorably affects loyalty intentions mainly via enhanced store image, hedonic value has a direct and indirect effect mainly via store attitude. Adding voice to the HSR does not seem to provide significant added value. Data on actual purchase behavior also hint at superiority of the robot over a traditional tablet kiosk.