In or out? A field observational study on the placement of entertaining robots in retailing

作     者：De Gauquier, Laurens Brengman, Malaika Willems, Kim Cao, Hoang-Long Vanderborght, Bram 

作者机构：Vrije Univ Brussel Appl Econ Brussels Belgium Vrije Univ Brussel Fac Social Sci Brussels Belgium Vrije Univ Brussel Solvay Business Sch Brussels Belgium Vrije Univ Brussel Brussels Belgium Vrije Univ Brussel Electromech Engn Brussels Belgium Vrije Univ Brussel Robot & Multibody Mech Res Grp Brussels Belgium Hasselt Univ Diepenbeek Belgium Flanders Make Brussels Belgium IMEC Brussels Belgium 

出 版 物：《INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT》 (国际零售与批发管理杂志)

年 卷 期：2021年第49卷第7期

页      面：846-874页

核心收录：

学科分类：12[管理学] 120202[管理学-企业管理（含：财务管理、市场营销、人力资源管理）] 0202[经济学-应用经济学] 02[经济学] 1202[管理学-工商管理] 1201[管理学-管理科学与工程(可授管理学、工学学位)] 020205[经济学-产业经济学] 

主　　题：Humanoid service robots Observation Field study POS conversion funnel Retail 

摘      要：Purpose The purpose of this paper is to empirically investigate the role of the placement (i.e. location) of humanoid service robots (HSRs) for entertainment applications in retailing by inspecting a multitude of performance metrics along the point-of-sale conversion funnel. Design/methodology/approach The study was conducted using unobtrusive observations at a Belgian chocolate store. In total, 42 h of video observation material was collected and analyzed, with an even spread over three conditions: (1) an HSR placed outside, (2) an HSR inside the store and (3) a control condition (no robot stimuli). All passersby and their interactions with the robot and the store were systematically coded and compared. Findings The study found that the better placement of HSRs (inside or outside the store) is contingent on the goals the retailer prioritizes. When the goal is to create awareness and interest toward the store, the HSR should be placed outside, as it has double the stopping power. To induce consumers to enter the store, placement of the HSR inside the store is the better option. Ultimately, however, in terms of the number of transactions and total amount spent, outside placement of the HSR outperforms inside placement. Research limitations/implications This study was not able to verify the internal emotional/cognitive state of the passersby, as the method relied on unobtrusive camera observations. A longitudinal research design would be desirable to exclude potential bias due to the novelty effect. Originality/value While research on robots in retail services is emerging, this study is the first to provide insights on how retailers can decide on the placement of robots inside or outside the store, depending on the particular goals they are aiming to reach at the point of purchase.