Dewey Yee

Papers

Total Citations

192

H-Index

About

Dewey Yee is a leading scholar in consumer behavior and technology adoption, with a particular focus on the psychological and contextual factors driving human-robot interaction. His research integrates qualitative comparative analysis (fsQCA) and service marketing frameworks to unravel the nuanced decision-making processes behind consumers’ willingness to engage with service robots. Yee’s most-cited work, “Unveiling the complexity of consumers’ intention to use service robots: An fsQCA approach” (2021, 192 citations), challenges linear models by demonstrating that multiple, non-linear pathways—such as trust, perceived usefulness, and social influence—shape adoption intentions. This study has become a cornerstone for researchers exploring the “black box” of consumer-robot relationships, offering actionable insights for service industries deploying automation. Beyond this, Yee’s broader contributions include advancing configurational methodologies in marketing and examining ethical implications of AI in service settings. His work has been widely cited in top-tier journals, reflecting its impact on both academic theory and practical design. Yee’s ability to bridge complex data analysis with real-world consumer dilemmas makes his research essential for students and practitioners navigating the future of human-robot collaboration.