This research uses a self-identity approach to explore how employees’ self-identity regarding robotic technology influences performance expectancy and effort expectancy, subsequently shaping their willingness to be early adopters. Additionally, the study examines the moderating roles of top management support and personal innovativeness. Data were collected through a survey of 588 full-time employees from three- to five-star hotels in Taiwan that had implemented service robots for at least 6 months. The results revealed that performance expectancy and effort expectancy mediated the relationship between self-identity and adoption willingness. Top management support strengthened the positive relationship between effort expectancy and adoption willingness, whereas personal innovativeness moderated the link between adoption willingness and service improvisation. The findings highlight that the willingness to adopt robotic technology enhances service improvisation, thereby improving service recovery performance.
Relation:
Journal of Hospitality & Tourism Research 49(8), p.1397-1413.
