The rise of humanoid robots in hospitality services accelerates the need to understand related consumer reactions. Four scenario-based experiments, building on social presence and social cognition theories, examine how humanoid robots (vs. self-service machines) shape consumer service perceptions vis-à-vis concurrent presence/absence of human staff. The influence of consumers' need for human interaction and technology readiness is also examined. We find that anthropomorphizing service robots positively affects expected service quality, first-visit intention, willingness to pay, as well as increasing warmth/competence inferences. However, these effects are contingent on the absence of human frontline staff, explained by viewing anthropomorphism as a relative concept. Humanoid robots increase psychological risk, but this poses no threat to expected service quality when consumers' need for human interaction is controlled for. Additionally, we show that a humanoid robot's effect on expected service quality is positive for all but low technology readiness levels. Further implications for theory/practice are discussed.

人形机器人在酒店服务中的兴起加速了对了解相关消费者反应的需求。四基于情景的实验，建立在社会存在和社会认知理论，研究机器人如何人形（与自助服务机）形状消费者感知服务VIS-à-VIS同时存在/不存在人员。还检查了消费者对人机交互和技术就绪程度的需求的影响。我们发现，拟人化服务机器人会积极影响预期的服务质量，首次访问意向，付款意愿以及增加的热情/能力推断。但是，这些影响取决于缺少一线员工的情况，这可以通过将拟人化视为一个相对的概念来解释。类人机器人增加了心理风险，但是当控制了消费者对人机交互的需求时，这不会对预期的服务质量构成威胁。此外，我们表明，除了技术准备水平低外，类人机器人对预期服务质量的影响是积极的。讨论了对理论/实践的进一步暗示。