To Partner with Human or Robot? Designing Service Coproduction Processes for Willingness to Pay More

IF 4.4 3区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Hospitality & Tourism Research Pub Date : 2021-06-22 DOI:10.1177/10963480211025594
L. Wu, Alei Fan, Zeya He, E. Her
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引用次数: 9

Abstract

Across two studies, this research presents a novel extension to the service coproduction literature, demonstrating when and why consumers with low- versus high-innovativeness tendencies are willing to pay more to coproduce hospitality and tourism services. Findings suggest that, in in-person coproduction settings, low-innovativeness consumers are willing to pay more to coproduce (vs. not) with human employees, while high-innovativeness consumers are willing to pay more to coproduce (vs. not) with robots. Such effects were attenuated in tech-enabled remote coproduction settings, where only high-innovativeness consumers were willing to pay more to coproduce. PROCESS analyses further revealed that self-competence mediated the conditional effect of coproduction involvement on willingness to pay more. In support of our theoretical framework, we demonstrated that lowering the challenging level of the coproduction task increased (decreased) low- (high-) innovativeness consumers’ willingness to pay more for coproduction involvement. These findings offer notable theoretical and managerial implications.
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与人类或机器人合作?设计服务协同生产流程以提高支付意愿
在两项研究中,这项研究对服务合作生产文献进行了新的扩展,展示了创新倾向低和创新倾向高的消费者何时以及为什么愿意为合作生产酒店和旅游服务支付更多费用。研究结果表明,在面对面合作环境中,低创新性消费者愿意为与人类员工合作(与否)支付更多的费用,而高创新性消费者则愿意为与机器人合作(与不合作)支付更多费用。在技术支持的远程协同生产环境中,这种影响减弱了,只有高度创新的消费者才愿意为协同生产支付更多的费用。过程分析进一步表明,自我能力介导了合作生产参与对支付更多意愿的条件效应。为了支持我们的理论框架,我们证明,降低合作生产任务的挑战性水平会增加(降低)低(高)创新性消费者为参与合作生产支付更多费用的意愿。这些发现提供了显著的理论和管理启示。
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来源期刊
Journal of Hospitality & Tourism Research
Journal of Hospitality & Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
10.10
自引率
9.50%
发文量
54
期刊介绍: The Journal of Hospitality & Tourism Research (JHTR) is an international scholarly research journal that publishes high-quality, refereed articles that advance the knowledge base of the hospitality and tourism field. JHTR focuses on original research, both conceptual and empirical, that clearly contributes to the theoretical development of our field. The word contribution is key. Simple applications of theories from other disciplines to a hospitality or tourism context are not encouraged unless the authors clearly state why this context significantly advances theory or knowledge. JHTR encourages research based on a variety of methods, qualitative and quantitative.
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