智慧旅館入住意願及品牌價值之研究

A Study on the Intention to Stay at Smart Hotels and their Brand Value

本文目的旨在評估影響消費者入住有AI服務機器人的旅館意願及品牌價值之驅動因素。具體言之，調查目標包括：（1）檢視消費者對新科技的基本知覺（科技樂觀、創新先驅、科技不適和科技不安）與其對AI服務機器人的認知（焦慮和態度）兩者之間的關聯性；（2）評估消費者對AI服務機器人的認知與其互動情緒之間的關係；（3）探討消費者的AI服務機器人互動情緒，對旅館品牌知覺（品牌依戀和品牌期待）的影響；（4）評估品牌知覺與消費者對此類旅館的入住與溢付意願間的因果相關性。本研究透過社群媒體問卷調查收集到264份有效樣本數據，並使用PLS-SEM進行統計分析。結果顯示，僅科技樂觀顯著影響民眾對飯店服務機器人的態度，而對服務機器人的服務焦慮顯著受到科技悲觀、科技不適和科技不安情緒之影響。其次，對AI機器人的態度和焦慮分別對正面情緒和負面情緒有不同程度影響。再者，正向與負向情緒期待亦對消費者的品牌依戀及品牌期待有不同影響。最後，品牌依戀與品牌期待對於旅館入住意願皆有顯著影響，但僅有品牌依戀可促使消費者願意溢付住宿費用。

The goal of this study is to evaluate the key drivers influencing consumers’intention to stay the hotel with service robots and their perceived brand value. Specifically, the study aims to: (1) examine the relationship between consumer’s technology readiness and the attitude or anxiety to AI service robots; (2) assess the association between consumers’perceptions of AI service robots and their emotional expectations; (3) explore the influence of emotional expectations toward on brand attachment and experience expectation of the hotel with AI service robots; and (4) evaluate the causal relationships between brand perception and consumers’intention to stay at the hotel with AI service robots and brand value. A total of 264 valid responses were obtained through an online survey distributed via social media platforms. Data was analyzed using PLS-SEM. The findings indicate that only technological optimism significantly influences consumers’attitudes toward hotel with AI robots, while service anxiety is significantly affected by technological optimism, discomfort, and insecurity. Furthermore, attitudes and anxiety toward AI robots have varying degrees of influence on both positive and negative emotion. These emotions, in turn, exert differential effects on consumers’brand attachment and brand anticipation. Finally, both brand attachment and brand anticipation significantly influence consumers’intention to stay at such hotels; however, only brand attachment positively drives brand value of the hotel with AI robots.