Exploring factors influencing the acceptance of social robots among early adopters and mass market representatives

• Published in: Robotics and autonomous systems Vol. 151; p. 104033
• Main Authors: Saari, Ulla A., Tossavainen, Antero, Kaipainen, Kirsikka, Mäkinen, Saku J.
• Format: Journal Article
• Language: English
• Published: Elsevier B.V 01.05.2022
• Subjects: Acceptance tests; Commerce; Diffusion of innovations; Early adopter; Fuzzy front end; Mass market representative; Perceived usefulness; Robotics; Robots; Social robotics; Social robots; Technology acceptance model; Workplace; Workplace environments; Mass market representative; Technology acceptance model; Early adopter; Workplace; Robots; Diffusion of innovations
• ISSN: 0921-8890; 1872-793X; 1872-793X
• DOI: 10.1016/j.robot.2022.104033

When designing social robots, it is crucial to understand the diverse expectations of different kinds of innovation adopters. Different factors influence early adopters of innovations and mass market representatives’ perceptions of the usefulness of social robots. The first aim of the study was to test how applicable the technology acceptance model 3 (TAM3) is in the context of social robots. Participants’ acceptance of social robotics in a workplace environment in the fuzzy front-end (FFE) innovation phase of a robot development project was examined. Based on the findings for the model, we developed a reduced version of the TAM3 that is more applicable for social robots. The second objective was to analyze how early adopters’ and mass market representatives’ acceptance of social robots differs. Quantitative research methods were used. For early adopters, result demonstrability has a significant influence on perceived usefulness of social robots, while for mass market representatives, perceived enjoyment has a more significant influence on perceived usefulness. The findings indicate that users’ innovation adoption style influences the factors that users consider important in the usefulness of social robots. Robot developers should take these into account during the FFE innovation phase. •Innovation adoption style influences factors considered important in social robots.•For early adopters, result demonstrability influences perceived usefulness.•For mass market users, perceived enjoyment influences perceived usefulness.•Robot developers should understand different kinds of innovation adopter types.