Individual assessment of humanlike consumer robots: an extended TAM with aesthetic response and tolerance
by Adesegun Oyedele, Soonkwan Hong, Michael S. Minor
International Journal of Technology Marketing (IJTMKT), Vol. 2, No. 3, 2007

Abstract: This study extends the Technology Acceptance Model (TAM) as it is incorporated with individual aesthetic response and aesthetic tolerance in order to explain individual receptiveness towards Humanlike Consumer Robots (HCRs). Utilising experimental survey data collected from 241 respondents exposed to a HCR ('Robosapien'), the results of the study suggest that perceived visual aesthetics and individual aesthetic tolerance are strongly associated with attitude towards and intention to own the HCR. Consequently, although not conclusive, the results of the study signify the fact that the hedonic aspects of the HCR may be more, at least equally, relevant than the utilitarian aspects. A detailed discussion followed by managerial implications and future research suggestions is provided.

Online publication date: Mon, 24-Sep-2007

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