The Role of Perceived Risk and Information Security on Customers' Acceptance of Service Robots in the Hotel Industry


Behavioral intention; Facilitating conditions; Hospitality robots; Hotel robots; Information security; Innovativeness; Perceived risk; Self-efficacy; Service robots


This study proposed and tested a theoretical framework that investigated the influences of perceived risk and information security on hotel customers' intention to use service robots. In addition, the impacts of self-efficacy, innovativeness, and facilitating conditions on perceived risk and information security were examined. Structural equation modeling (SEM) was used to test the proposed model by utilizing data collected from eleven countries including the United States, United Kingdom, Turkey, Spain, Romania, Japan, Israel, India, Greece, Canada, and Brazil. The study results demonstrated that perceived risk had a negative impact on customers' intention to use service robots while information security had a positive impact. In addition, the study results indicated that self-efficacy negatively influenced perceived risk, and positively influenced perceived information security; and innovativeness and facilitating condition positively influenced information security. The study findings offer several important contributions to the hospitality robotics technology adoption literature and present valuable implications for hospitality practitioners and service robot vendors.

Publication Date


Original Citation

Pizam, A., Ozturk, A. B., Hacikara, A., Zhang, T., Balderas-Cejudo, A., Buhalis, D., Fuchs, G., Hara, T., Meira, J., Revilla, R. G. M., Sethi, D., Shen, Y., & State, O. (2024). The role of perceived risk and information security on customers’ acceptance of service robots in the hotel industry. International Journal of Hospitality Management, 117, N.PAG.

Document Type




Source Title

International Journal of Hospitality Management




Rosen College of Hospitality Management


Rosen College of Hospitality Management

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