호텔AI서비스로봇에 대한 지각된 가치가 태도 및 추천의도에 관한 연구: VAB 모델 관점

In the hotel industry, the spread of contactless consumption culture and smart customer interaction has led to the adoption of AI service robot-based smart hotels, aiming to enhance customer experience and operational efficiency. However, despite these advancements in service environments, research on how customers accept such innovations remains limited. This study applies the Value-Attitude-Behavior (VAB) model to assess the levels of key characteristics in hotel AI service robots and examines the relationships between service robot experience, perceived value, attitude, and intention to recommend. A survey of 359 guests who visited hotels in China equipped with AI service robots was conducted, and structural equation modeling (SEM) was analyzed using Smart-PLS. The results indicate that increased usability positively impacts perceived value, while emotional ambivalence, composed of anthropomorphism and eeriness, negatively affects perceived value. Additionally, perceived value positively influences both attitudes towards AI service robots and the intention to recommend them. Based on these findings, the study offers strategic insights for the operation of AI service robots in hotels.