I serve you with my whole heart: Effort and trust in technology-infused service

초록

This research systematically examined the role of perceived effort in technology-infused services featuring robots and AI vending machines in the hospitality industry. The results, consistently replicated in three studies and further supported by the fourth and field study, indicate that effort is a crucial mediator in the relationship between anthropomorphism and trust. When anthropomorphism in technology leads people to perceive effort being exerted by a technology-infused service agent, they show greater trust in using the service provided by the technology. Moreover, the relationship between perceived effort and trust was found to be moderated by human touch, indicating that technology endowed with human-like cognitive qualities enhances the perception of effort and trust. The current research offers a theoretical understanding of how people ascribe human-like qualities to technology and interact with it, with a specific focus on the role of perceived effort.

키워드