Implicit and Explicit Attitudes Toward Service Robots in the Hospitality Industry: Gender Differences

Autor:	Kwang-Ho Lee, Chih-Lun Alan Yen
Rok vydání:	2022
Předmět:	Tourism Leisure and Hospitality Management
Zdroj:	Cornell Hospitality Quarterly. 64:212-225
ISSN:	1938-9663 1938-9655
DOI:	10.1177/19389655221102381
Popis:	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.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::7bea0d445ebd0aa0acce4db585e3da89 https://doi.org/10.1177/19389655221102381 Zobrazit plný text záznamu