Does emotional ambivalence influence consumers’ willingness to use or avoid hotel service robots?

The adoption of hotel service robots is increasing; however, research has yet to examine the role played by emotional ambivalence. We examine consumers’ approach and avoid intentions towards hotel service robots from attitude and personal innovativeness perspectives. We conceptualise attitudes as task-technology fit, social presence and emotional ambivalence. Results show individual innovativeness positively influences task-technology fit and social presence, while reducing emotional ambivalence. Conversely, avoidance positively associates with emotional ambivalence and negatively with social presence.