In or out? A field observational study on the placement of entertaining robots in retailing
In or out? A field observational study on the placement of entertaining robots in retailing
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进还是出？
DOI：
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发表时间：
2021
期刊：
影响因子：
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通讯作者：
B. Vanderborght
中科院分区：
文献类型：
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作者：
Laurens De Gauquier;Malaika Brengman;Kim Willems;Hoang;B. Vanderborght
PurposeThe的目的是实证调查的角色的放置（即位置）的人形服务机器人（HSRs）的娱乐应用在零售业通过检查大量的性能指标沿着点的销售转换funnel.Design/方法/approachThe研究进行了使用不引人注目的观察在比利时巧克力店。总共收集和分析了42小时的视频观察材料，平均分布在三个条件下：（1）放置在室外的HSR，（2）商店内的HSR和（3）控制条件（无机器人刺激）。所有的路人和他们的互动与机器人和商店进行了系统的编码和compared.FindingsThe研究发现，更好地放置的HSR（内部或外部的商店）是视零售商优先考虑的目标。当目标是建立对商店的认识和兴趣时，HSR应该放在外面，因为它有两倍的阻止力。为了吸引消费者进入商店，将HSR放置在商店内是更好的选择。然而，最终，在交易的数量和总金额方面，HSR的外部放置优于内部placement.Research限制/implicationsThis研究是无法验证的内部情绪/认知状态的路人，因为该方法依赖于不显眼的相机观察。纵向研究设计将是可取的，以排除潜在的偏见，由于新奇effect.Originality/valueWhile研究机器人在零售服务正在出现，这项研究是第一次提供见解零售商如何决定放置机器人店内或店外，根据特定的目标，他们的目标是达到在购买点。
PurposeThe 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/approachThe 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.FindingsThe 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/implicationsThis 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/valueWhile 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.