Max Robotics — Global Service Robot Directory + US Certification

About

Won-Moo Hur is a leading scholar in service management and consumer behavior, whose research explores the psychological and behavioral impacts of emerging technologies on both consumers and service employees. His work primarily investigates how smart technology, artificial intelligence, robotics, and algorithms (STARA) influence employee well-being, job crafting, and proactive service performance, as well as how consumption values drive consumer innovativeness toward convergence products. Hur’s foundational study on consumption values and consumer innovativeness in the context of convergence home robots (108 citations) established key insights into technology adoption. More recently, his highly cited work on STARA awareness among service employees (77 citations) has shaped understanding of technology-induced stress and adaptive behaviors in the workplace. His ongoing research into service robot risk awareness and customer-directed helping (2025) continues to advance the field. With a career marked by timely, impactful contributions, Hur’s studies are essential reading for researchers and students interested in the intersection of technology, employee psychology, and consumer behavior in service settings.