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This study aims to explore the antecedents of perceived value and the moderating effect of trust and the relationship between these antecedents and perceived value in the context of the service sector.Design/methodology/approachThe multivariate statistical analysis technique of structural equation modeling was used to test the proposed theoretical model.FindingsThe results indicate that self-efficacy, motivation, social influence, facilitating conditions and emotions have a significant and direct relationship with customers’ perceived value and that trust can enhance the effect of these antecedents on perceived value. These findings have several significant implications for service robot implementation within the service sector.Originality/valueWith the advancement in artificial intelligence and sensor technology, various industries have launched the practice of deploying intelligent robots to build competitive advantages. The use of intelligent robots to assist with the customer service process and improve consumers’ experience within the service sector is becoming more commonplace.
Journal of Hospitality and Tourism Technology – Emerald Publishing
Published: Dec 1, 2021
Keywords: Customer trust; Service robot; Customer perceived value; The Industry 4.0 concept; Willingness to use service robots; 产业4.0.概念; 服务型机器人; 消费者感知价值; 服务型机器人使用意愿; 消费者信任
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