중국 소비자의 사회적 존재감과 즐거움이 라포 및 신뢰를 통해 호텔 서비스 로봇 재이용의도에 미치는 영향: S-O-R 이론을 중심으로 = The Impact of Chinese Consumers’ Social Presence and Enjoyment on the Intention to Reuse Hotel Service Robots through Rapport and Trust: Focusing on the S-O-R Framework

다국어 초록 (Multilingual Abstract)

This study investigates how social experience factors influence customers' intention to reuse hotel service robots in the context of expanding robot adoption in the hospitality industry. Unlike prior studies that primarily relied on cognitive models such as TAM and UTAUT, this research adopts the S-O-R (Stimulus-Organism-Response) framework to conceptualize the structural pathway whereby social presence and perceived enjoyment (stimuli) enhance rapport and trust (organism), which ultimately lead to reuse intention (response). Data were collected from 517 Chinese hotel guests with prior service robot experience and analyzed using SPSS 25 and AMOS 29 through exploratory and confirmatory factor analyses, as well as structural equation modeling. The results revealed that both social presence and enjoyment had significant positive effects on rapport, and rapport played a crucial mediating role in strengthening trust. Trust, in turn, significantly increased customers' reuse intention. Bootstrap analysis further confirmed the significance of indirect effects. Notably, the indirect effect of enjoyment was stronger than that of social presence, highlighting the critical role of emotional value in shaping trust and loyalty toward service robots. This study makes an academic contribution by extending robot adoption research with affective and relational constructs within the S-O-R framework. Practically, it emphasizes that building social presence, enjoyable interaction, and rapport with customers are essential for ensuring successful integration and sustainable use of service robots in the hotel and tourism industry.