Users' attitudes toward service robots in South Korea

Purpose – The purpose of this paper is to understand users' acceptance of service robots by integrating perceived enjoyment of service robots and users' need to belong in a technology acceptance model (TAM) framework. Service robots are currently being used in homes and firms to provide various services. Design/methodology/approach – The authors conducted a web‐based survey from 904 users in South Korea to test a research model and employed structural equation modelling as the analysis method. Findings – This study found that perceived enjoyment and the need to belong played an important role in the perceived ease of use and usefulness of service robots. Furthermore, it was discovered that the research supported relationships proposed by the original TAM with regard to users' attitudes and intentions to use service robots. Therefore, this study provides a framework to understand users' acceptance of service robots. Originality/value – This paper is of value to researchers designing and improving service robots for use in our society.