What Affects the Acceptance and Use of Hotel Service Robots by Elderly Customers?

Against the realistic backdrop of the COVID-19 pandemic and an aging population, emerging robot technology provides a new path for the development of high-quality hotel service. However, little is known about elderly customers’ acceptance and use of hotel service robots. This study explores factors that affect elderly customers’ acceptance and use of hotel service robots. From the perspective of perception and emotion, based on the technology acceptance model and quality service theory, a hotel service robot acceptance model was constructed for this study, and a structural equation model was used to analyze the data from 218 interviews. The results show that empathy, perceived value, perceived usefulness and perceived ease of use directly affected the elderly customers’ intention to use robots. Perceived trust indirectly affected the use intention through perceived usefulness and perceived ease of use. This study provided a theoretical basis for user behaviors regarding hotel service robots and provided guidance for the research and development of hotel service robots and the marketing promotion of hotel managers, which would promote the healthy development of service robots and related industries, such as the hotel service industry.