Most studies on customer attitudes and intention to use technology
are based on the technology acceptance model (TAM) and correspond
ing extended models, such as the interactive technology acceptance
model (iTAM) and the service robot acceptance model (sRAM) (Davis,
0000; Go et al., 0000; Wirtz et al., 0000). These models explain the
factors that affect customer acceptance of robotics, including factors
related to the core function and practicality of robot services, that is,
perceived usefulness and ease of use (Go et al., 0000; Wirtz et al., 0000);
and factors related to customers’ sense of social belonging and
self-identity, that is, perceived anthropomorphism (Blut et al., 0000;
Cha, 0000; van Pinxteren et al., 0000) perceived enjoyment (Go et al.,
0000), trust (Beldad and Hegner, 0000; Gefen and Straub, 0000; Tus
syadiah et al., 0000), rapport (Qiu et al., 0000) and perceived risk
(Heuer et al., 0000). Most research adopts the factors of trust, emotion,
psychology, and other social perceptions based on the perceived use
fulness and ease of use of technology. However, sociological research on
customers’ social perceptions lacks a strong theoretical foundation.