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Ajani T. (2014)
16Journal of Information Systems Applied Research, 7
- Publisher
- SAGE
- Copyright
- © The Author(s) 2022
- ISSN
- 1938-9655
- eISSN
- 1938-9663
- DOI
- 10.1177/19389655221102381
- Publisher site
- See Article on Publisher Site
Abstract
The current study applies implicit theory as a theoretical lens to explore gender differences in explicit and implicit measures of robot attitudes, which in turn facilitates behavioral intention. In total, 108 participants assessed the modified Robot Implicit Association Test (RIAT) to complete both implicit measures of attitudes and explicit self-reported measures in randomized order. Our findings demonstrated that (a) implicit attitudes (RIAT D-scores) were significantly correlated with self-reported measures (explicit attitude, perceived technology innovativeness, and behavioral intention), (b) different patterns of explicit and implicit attitudes exist, and (c) males may have a more favorable preference toward service robots than females. These results help build theoretical and methodological foundations for service management innovation into the role of implicit attitude in hospitality firms.
Journal
Cornell Hospitality Quarterly – SAGE
Published: May 1, 2023
Keywords: Robot Implicit Association Test; service robot; implicit attitude; behavioral intention; gender difference