ABSTRACT
This study examines the differential effects of hedonic vs. utilitarian robots, using a between-subjects experimental design, whereby 48 college students in Korea were randomly assigned to interact with either a Pleo (Dinosaur robot) or a Roomba (vacuum-cleaning robot). Results revealed that hedonic robot (HR) users perceived more enjoyment than utilitarian robot (UR) users, whereas UR users perceived more usefulness and ease-of-use than HR users. Users with high tendency for parasocial interaction (PSI) and high anthropomorphism had more positive attitudes towards robots than their counterparts with low levels of these traits. HR users with high anthropomorphism and PSI had the most positive attitudes than all other combinations of variables. These results indicate that individual differences play a significant moderating role on user attitudes toward hedonic and utilitarian robots. The results of this study suggest that robot developers and marketers should take seriously the labeling of robots as hedonic or utilitarian, and also consider users' individual differences in order to maximize benefits of human-robot interactions.
- Venkatesh, V., Morris, M. G., Davis, G. B., Davis, F. D., DeLone, W., McLean, E., Jarvis, C. B., MacKenzie, S. B., Podsakoff, P. M. and Chin, W. W. 2003. User acceptance of information technology: Toward a unified view. INFORM MANAGE, 27, 425--478. Google ScholarDigital Library
- Gefen, D. and Straub, D. W. 1997. Gender differences in the perception and use of e-mail: An extension to the technology acceptance model. MIS QUART, 21, 389--400. Google ScholarDigital Library
- Wu, Z. 2005. How individual differences influence technology usage behavior? Toward an integrated framework. J COMPUT INFORM SYST, (46:2), 52--63.Google Scholar
- Hirschman, E. C. and Holbrook, M. B. 1982. Hedonic consumption: emerging concepts, methods and propositions. J MARKETING, 46, 92--101.Google ScholarCross Ref
- Weiss, A., Bernhaupt, R., Tscheligi, M. and Yoshida, E. 2009. Addressing user experience and societal impact in a user study with a humanoid robot. Citeseer, City.Google Scholar
- Karahanna, E. and Straub, D. W. 1999.The psychological origins of perceived usefulness and ease-of-use. INFORM MANAGE, 35, 237--250. Google ScholarDigital Library
- Hoffner, C. 1996. Children's wishful identification and parasocial interaction with favorite television characters. J BROADCAST ELECTRON, 40, 389--402.Google ScholarCross Ref
- Jin, S.A. and Park, N. 2009. Parasocial Interaction with My Avatar. CYBERPSYCHOL BEHAV. 12(6): 723--727.Google ScholarCross Ref
- Sundar, S. S. 2004. Loyalty to computer terminals: is it anthropomorphism or consistency? BIT, 23, 107--118.Google Scholar
- Davis, F. D. 1989. Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS QUART, 13, 319--340.Google ScholarDigital Library
- Davis, F. D., Bagozzi, R. P. and Warshaw, P. R. 1992. Extrinsic and intrinsic motivation to use computers in the workplace. J APPL SOC PSYCHOL, 22, 1111--1132.Google ScholarCross Ref
- Cole, T. and Leets, L. 1999. Attachment styles and intimate television viewing: Insecurely forming relationships in a parasocial way. J SOC PERS RELAT, 16, 495--511.Google ScholarCross Ref
- Nomura, T., Kanda, T., Suzuki, T. and Kato, K. 2008. Prediction of Human Behavior in Human-Robot Interaction Using Psychological Scales for Anxiety and Negative Attitudes Toward Robots. IEEE T ROBOT, 24, 442--45. Google ScholarDigital Library
Index Terms
- Utilitarian vs. hedonic robots: role of parasocial tendency and anthropomorphism in shaping user attitudes
Recommendations
Investigating the mediating role of perceived playfulness in the acceptance of hedonic information systems
ICS'09: Proceedings of the 13th WSEAS international conference on SystemsWith the proliferation of hedonic information systems, understanding users' acceptance of hedonic information systems has become a new topic for practitioners and academics. While perceived playfulness or perceived enjoyment has been found to have a ...
The Moderating Effects of Utilitarian and Hedonic Values on Information Technology Continuance
This study examines how the nature of technology affects users’ intention to continue using information technologies. It proposes an extended technology acceptance model, with perceived ease of use, perceived usefulness and pleasure affecting the ...
Hedonic vs. utilitarian value: influencing on social networking sites adoption of institutional investors
In recent years, social networking sites (SNSs) have evolved to be a revolutionary internet-based technology affecting every aspect of human life. This study attempted to uncover the utilitarian and hedonic value of SNSs among the institutional investors ...
Comments