Social Perception and Intention to Use Service Robots: An Evaluation Based on Accommodation Businesses in Çanakkale

Authors : Olkan Senemoğlu, Ümran Şengül

Pages : 45-60

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Publication Date : 2024-12-20

Article Type : Research Paper

Abstract :This study examines the intention to use service robots in accommodation businesses in Çanakkale, with a focus on employees’ social perception and the perceived value of robots as key determinants of usage intention. Survey results show that while the advantages of service robots (such as speed, accuracy, and cost savings) create a positive perception among employees, they do not directly influence the intention to use them. Social perception, particularly the capacity of robots to engage in social interaction with humans, plays a crucial role in the acceptance of this technology. Although participants believe that robots cannot fully replace human interaction, they recognize the potential of robots to accelerate business processes and enhance work safety. The study emphasizes that enhancing robots\\\' social perception through anthropomorphic features (human-like appearance, voice, and movements) can increase users’ trust and acceptance. However, as described by the concept of the “uncanny valley,” when robots resemble humans too closely, this similarity may provoke negative feelings among some users. The study highlights that technological innovations have a significant impact on the social adaptation process, suggesting that businesses should carefully consider this during the technology integration process. The research was conducted under the ethics committee approval of Çanakkale Onsekiz Mart University, dated 28/12/2023 and numbered 16/7, Data for the research were collected through face-to-face interviews.
Keywords : Hizmet Robotları, Sosyal Algı, Turizm Sektörü, Konaklama İşletmeleri, Teknolojik Adaptasyon,