Influence of robot coolness and affinity on behavioral intention: examining perceived value as a mediating factor

Purpose Service robots offering low-contact services are trending in the hospitality industry. Nevertheless, there is limited empirical research on consumer perspectives. Using the stimulus-organism-response (SOR) model, this study aims to investigate consumer acceptance of service robots and explores the relationships among stimuli (coolness and affinity), organisms (utilitarian and hedonic value) and responses (behavioral intention). Design/methodology/approach This study uses a purposive sampling method and conducts a questionnaire survey in restaurants with service robots in Taiwan. A total of 554 valid responses are analyzed, and confirmatory factor analysis and structural equation modeling are performed. Findings The findings reveal that coolness and affinity positively influence utilitarian and hedonic values, whereas utilitarian and hedonic values positively affect behavioral intention. Additionally, these values mediate how coolness and affinity impact behavioral intentions, showing that coolness more significantly influences hedonic value, while affinity has a greater effect on utilitarian value. Originality/value As a theoretical basis, the SOR model examines the relationships among stimulus, organism and response. This study comprehensively investigates the factors influencing consumer perception toward service robots, testing the applicability of this theory in the food and beverage industry and expanding its practical value. Additionally, the author introduces the “fit” concept, indicating that, for maximum effect, coolness pairs best with hedonic value and affinity with utilitarian value.