We Shape Our Tools and Thereafter They Shape Us: The Role of Digital Acculturation in Human-Robot Interaction

Abstract

While culture plays a significant role in shaping attitudes towards human-robot interaction (HRI), cultural dimensions of societies do not always influence these attitudes as they should. Previous research has linked various factors with this phenomenon, e.g. media and popular culture. However, little research has been conducted to explore the bidirectional relationship between HRI and culture in digital acculturation. The current study aims to answer the question of how individuals can adopt new consumption patterns beyond cultural norms in HRI. The data collected from 302 Turkish participants were analyzed using the PLS-SEM approach. Digital technologies digitized consumer culture, causing individuals to adopt consumption patterns associated with different societies and not belonging to a particular society. Despite the cultural dimensions of Turkish society that negatively affect the attitude towards robots, the findings revealed that participants had a positive attitude towards HRI with digital integration.