Purpose This paper aims to focus on the perception of humanoid service robots in hospitality sector using the Stimulus–Organism–Response (S–O–R) approach. Design/methodology/approach The analysis was conducted on physical appearance, interactions, functions, perceived risk, service quality and using intention for humanoid service robots by S–O–R model. Data collected through a web-based survey by social media was analyzed using SmartPLS, employing the partial least squares (PLS) technique on a sampling of 500 consumers with experience in 5-star hotels in Türkiye. Findings The findings indicate that physical appearance is the most significant factor influencing interactions with humanoid service robots and shaping perceptions of their functions and other structures. These elements contribute positively to the consumers’ attitudes and behavior. However, concerns regarding perceived risks associated with the appearance and functionality of humanoid services persist. Originality/value This study contributes to humanoid service robots and consumer interaction by examining how structures in humanoid service robots work together based on S–O–R model. Addressing how the visual appearance of service robots triggers other structures as an essential antecedent.
Altıntaş et al. (2026) studied this question.