ITAA-KSCT Joint Symposium

Unveiling Influence of Irritation and Privacy Lies on Customer Choice Between Service Robots and Human Staff in Fashion Stores

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Abstract

This study investigated the influence of customers’ mistrust, complexity, and fear of financial loss on their irritation levels when interacting with robots. Festinger's Theory of cognitive dissonance was utilized to explain the psychological discomfort experienced by individuals when they hold conflicting beliefs, attitudes, or behaviors. We examined whether this irritation might lead to customers’ intention to falsify personal information and preferring human staff over service robots in fashion stores. Finally, the study investigated whether customers who fabricated personal information for the service robot are likelier to prefer the robot over human staff. The findings of this study offered theoretical insights into the influence of irritation and privacy lies on customer choice between service robots and human staff in fashion stores. Furthermore, the applied theory of cognitive dissonance provided insights into customers' decision-making processes when choosing between human staff and service robots, and vice versa. 

Keywords: AI, robot, privacy, fashion, irritation, Lies, service robot

How to Cite:

Song, C. & Kim, S., (2023) “Unveiling Influence of Irritation and Privacy Lies on Customer Choice Between Service Robots and Human Staff in Fashion Stores”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17215