De invloed van de mate van vermenselijking van digitale innovaties in fysieke winkels

Sara Spiegel
Persbericht

Consument reageert afkeurend op bepaalde technologieën met te menselijke eigenschappen

 

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Antwerpen – Een masterstudente Marketing Management aan de KU Leuven onderzocht door middel van een online experiment bij 151 respondenten, vier verschillende types technologieën die gebruikt worden in winkels. Hieruit blijkt dat technologieën met een menselijke stem of gezicht meer afkeer uitlokt bij de consument dan bewegende technologieën.

Managers zetten tegenwoordig steeds meer technologieën in die soms de taak overnemen van medewerkers. Deze technologieën kunnen menselijke eigenschappen hebben. Het onderzoek richtte zich op het gebruik van digitale schermen, voice assistenten, robots zonder een menselijk gezicht en robots met een menselijk gezicht. Deze technologieën zouden als doel hebben de consument te helpen bij het zoeken naar een specifiek product in de winkel. Het onderzoek toonde aan dat consumenten negatieve gevoelens ervaren ten opzichte van voice assistenten en robots met een menselijk gezicht.

Vorige studies gaven aan dat een robot die te sterk op een mens lijkt als griezelig kan worden ervaren bij de consument. Dit onderzoek bevestigt dit, maar vult dit tevens verder aan.

Afkeer van menselijk stem of gezicht

Een voice assistent kan het best omschreven worden als een virtuele spraak assistent die via een slimme speaker de route naar een product communiceert. Uit de studie blijkt dat consumenten ook negatieve gevoelens ervaren ten opzichte van een voice assistent, maar dit in mindere mate dan de robot met gezicht. Een mogelijke reden hiervoor is dat een menselijk gezicht de consument meer afschrikt dan een menselijke stem.

Digitale schermen die een map met routeaanwijzing weergeven of een robot zonder menselijk gezicht die de consument naar het product brengt, lokken ten opzichte van de andere technologieën weinig afkeer bij de consument. Het feit dat digitale schermen als vriendelijk kunnen worden ervaren of dat robots kunnen bewegen schrikt de consument minder af.

Over KU Leuven

De Katholieke Universiteit Leuven is een onderzoeksgerichte Belgische universiteit. De KU Leuven heeft meer dan 60 000 studenten in 14 campussen, verspreid over 10 steden in Vlaanderen. Ze is de meest innovatieve universiteit in Europa.

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Universiteit of Hogeschool
Master in Handelswetenschappen
Publicatiejaar
2020
Promotor(en)
Els Breugelmans
Kernwoorden
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