Robots, Cyborgs, and Humans. A Model of Consumer Behavior in Services: A Study in the Healthcare Services Sector

Identifier:  TDX:3096

Handle: https://hdl.handle.net/20.500.11797/TDX3096

Authors:  Almahameed, Ala' Ali Mohammad

Abstract:
The research proposes a futuristic use of robot and cyborg as surgeons in an eye surgery. Thereafter, the developed model has been applied to investigate the intention to use each surgeon (i.e. robot surgeon, cyborg surgeon, and human surgeon). The data was analyzed using the PLS-SEM technique. According to the research results, effort expectancy, performance expectancy, perceived risk, and social influence showed a significant impact on intention to use robot services. However, the results of the cyborg service model confirmed the significant impact of effort expectancy, arousal, performance expectancy, and social influence on the intention to use cyborg services. Furthermore, effort expectancy and social influence confirmed their significant impact on the intention to use human services. The results of the three models showed that the variables social influence and effort expectancy significantly affected the intention to use these surgical services, with a different intensity between the models for effort expectancy. The social influence impact gives a general idea about the nature of the healthcare sector in Jordan, where a part of society gives more attention to the recommendation from others while choosing their surgeons. Also, the effort expectancy impact contributes to patients' expectations of simplicity, in terms of use and interaction with the proposed surgeons. The multigroup analysis confirmed that the models' variables are affecting the intention to use cyborg and human service, and cyborg and robots in the same way. However, the differences were confirmed between robot and human cyborgs in terms of the impact of effort expectancy on the intention to use these services. On the other side, the participants showed their preference of the human surgeon over the cyborg and robot surgeons, respectively. As a result, the acceptance of the robot and cyborg technologies by a part of the society could give an idea about the expected struggle in the future among developing robots and enhancing human capabilities.