Utilitarian vs hedonic roles of service robots and customer stereotypes: a person–environment fit theory perspective
基于人-环境匹配理论，通过两个实验（休闲餐厅和主题公园餐厅）探究服务任务类型（功利vs享乐）与服务提供者（人类员工vs机器人）对服务真实性和品牌真实性的影响，并发现顾客对机器人的能力刻板印象调节享乐服务与真实性的关系。
Purpose Drawing on person–environment fit theory, this study aims to investigate how the relationships between service task types (i.e. utilitarian and hedonic service tasks) and perceived authenticity (i.e. service and brand authenticity) differ under different conditions of service providers (human employee vs service robot). This study further examines whether customers’ stereotypes toward service robots (competence vs warmth) moderate the relationship between service types and perceived authenticity. Design/methodology/approach Using a 2 × 2 between-subjects experimental design, Study 1 examines a casual restaurant, whereas Study 2 assesses a theme park restaurant. Analysis of covariance and PROCESS are used to analyze the data. Findings Both studies reveal that human service providers in hedonic services positively affect service and brand authenticity more than robotic employees. Additionally, the robot competence stereotype moderates the relationship between hedonic services, service and brand authenticity, whereas the robot warmth stereotype moderates the relationship between hedonic services and brand authenticity in Study 2. Practical implications Restaurant managers need to understand which functions and types of service outlets are best suited for service robots in different service contexts. Robot–environment fit should be considered when developers design and managers select robots for their restaurants. Originality/value This study blazes a new theoretical trail of service robot research to systematically propose customer experiences with different service types by drawing upon person–environment fit theory and examining the moderating role of customers’ stereotypes toward service robots.