To tackle the debate over whether using service robots is an improvement or merely a gimmick, this research examined actual users' attitudes and long-term usage behavior in human–robot service interactions from the perspective of perceived values. Study 1 revealed that the effect of perceived hedonic value on users' attitudes is contingent upon perceived utilitarian value. When utilitarian value is low, hedonic value negatively affects users' attitudes, leading service robots to be perceived as a gimmick. When utilitarian value is high, hedonic value positively contributes to users' attitudes, causing users to see service robots as a service improvement. Study 2 found that perceived utilitarian and hedonic values evoke users' future behavioral intention. The strengths of these impacts depend upon users' previous experiences. When users have less (vs. more) previous experience, the effect of perceived hedonic (vs. utilitarian) value is more influential on users' future behavior. The effects of perceived values also depend on the industry context: when the setting is utilitarian (vs. hedonic), perceived utilitarian (vs. hedonic) value plays a more prominent role in determining users’ future behavioral intention. These findings provide theoretically and practically meaningful implications regarding human–robot service interaction across settings in tourism, hospitality and destination marketing and management.

为了解决关于使用服务机器人是改进还是噱头的争论，本研究从感知价值的角度考察了人机服务交互中实际用户的态度和长期使用行为。研究 1 表明，感知享乐价值对用户态度的影响取决于感知的功利价值。当功利价值较低时，享乐价值会对用户态度产生负面影响，导致服务机器人被视为噱头。当功利价值高时，享乐价值对用户态度有积极贡献，使用户将服务机器人视为服务改进。研究 2 发现，感知到的功利主义和享乐价值会唤起用户未来的行为意图。这些影响的强度取决于用户以前的经验。当用户以前的经验较少（vs. 更多）时，感知享乐（vs.功利）价值的影响对用户未来行为的影响更大。感知价值的影响还取决于行业背景：当环境是功利的（vs.享乐）时，感知的功利（vs.享乐）价值在决定用户未来的行为意图方面起着更突出的作用。这些发现为旅游、酒店和目的地营销和管理中跨环境的人机服务交互提供了理论上和实践上有意义的意义。当环境是功利的（vs.享乐）时，感知的功利（vs.享乐）价值在决定用户未来的行为意图方面起着更突出的作用。这些发现为旅游、酒店和目的地营销和管理中跨环境的人机服务交互提供了理论上和实践上有意义的意义。当环境是功利的（vs.享乐）时，感知的功利（vs.享乐）价值在决定用户未来的行为意图方面起着更突出的作用。这些发现为旅游、酒店和目的地营销和管理中跨环境的人机服务交互提供了理论上和实践上有意义的意义。