Can a Robot Serve You? The Role of Consumer and Robot Characteristics in Shaping Engagement with a Robot Bartender

Aim/Purpose This paper examines how robot anthropomorphism, gender, and individual characteristics shape perceptions, attitudes, and intentions toward robot bartenders. Background The paper examines human–robot interaction in a bar setting by exploring factors that promote positive perceptions and interactions between consumers and robot bartenders. Methodology The study was conducted through an in loco survey administered during recreational events. A between-subjects design was employed. Participants (N = 192) completed an online questionnaire by scanning a QR code and evaluating a randomly assigned robot image. The robot stimuli varied in levels of anthropomorphism and gender, resulting in four different robot conditions. Two questionnaires were used: the need for affiliation, measured using the Interpersonal Orientation Scale (Hill, 1987), and participants’ perceptions of the robot, assessed with items adapted from T. Kim et al. (2023). Contribution The paper contributes to the Human-Robot Interaction literature by highlighting how individual differences and social context shape perceptions and acceptance of service robots in the hospitality sector. Findings The findings indicate that male participants reported greater optimism and a stronger intention to use robot bartenders compared to female participants. Anthropomorphic robots were perceived as more human-like; however, they also elicited higher levels of consumer resistance. Additionally, participants attending the event alone perceived the robots as more human-like than those in group settings. Finally, a positive correlation emerged between Need for Affiliation and resistance to interacting with robot bartenders, suggesting that individuals with stronger interpersonal orientation may be more reluctant to engage with robotic service providers. Recommendations for Practitioners Hospitality providers, robot designers, and service managers should consider both robot design features and customers’ psychological and social characteristics to enhance acceptance of robot bartenders. While aligning robot gender with societal service-role stereotypes may increase user comfort, this approach risks reinforcing biased expectations and raising ethical concerns. Therefore, moderately anthropomorphic or gender-neutral robots that emphasize functionality and relational appropriateness may be more suitable for bar settings. Practitioners are also encouraged to adopt flexible, hybrid human–robot service models that adapt to different social contexts and customer preferences, while ensuring ethical, inclusive, and user-centred design choices. Recommendations for Researchers Researchers are encouraged to include individual and contextual variables in studies on service robot acceptance and to adopt theoretical models that integrate human psychological factors with robot-related features. Impact on Society The study highlights the importance of designing human–robot interactions that account for individual, psychological, and social differences to foster comfortable, socially acceptable customer experiences. By promoting more inclusive and user-centred robot design, the findings support the responsible integration of service robots into public and recreational environments. Future Research Future research should examine how consumers’ emotional states, familiarity, and prior experience shape acceptance, trust, and interactions with service robots. Further studies are needed on psychological evaluation processes, robot gender attribution, and the balance between human-like and machine-like features. Longitudinal and multi-user interaction studies would also help clarify group dynamics and sustained engagement in hospitality settings.