Consumer Behavior

Value Co-creation and Co-destruction Potentials in Adopting Humanoid Service Robots in Apparel Stores

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Abstract

This study explores that users’ acceptance and rejection of humanoid service robots could depend on the value it brings to consumers and the value it destroys for the apparel service system. We examine the network differences and similarities between (1) value co-creation potentials that consist of service delivery expectancy (co-creation enjoyment, customization, entertainment, and contactless shopping) and traits of HSRs (warmth, liveliness, and competence), and (2) value co-destructing potentials (mistrust, complexity, fear of data leak, and irritation) across the acceptance and rejection groups. The results indicated that high competence and customization of the robots, and low complexity and irritation were substantial factors in the user-acceptance of the robots. Notably, the relationships between these four variables are significantly stronger for the acceptance group than the rejection group. Further, the findings indicate that low levels of co-creation enjoyment, entertainment, and liveliness consistently play an essential role in user-rejection of the robots.

Keywords: apparel, co-creation, co-destruction, robot, network analysis

How to Cite:

Song, C., Bae, K., Kim, Y. & Jo, B. W., (2022) “Value Co-creation and Co-destruction Potentials in Adopting Humanoid Service Robots in Apparel Stores”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13482