Sheng-Fang Chou
Papers
1
Total Citations
20
H-Index
1
About
Dr. Sheng-Fang Chou is a rising scholar whose research sits at the intersection of service robotics, luxury hospitality, and consumer psychology. Her most-cited work, "Robot anthropomorphism at luxury hotels: a dual-congruity mechanism with luxury and task under anxiety" (2024, 20 citations), makes a pioneering contribution by bridging expectation-confirmation theory and dual-congruity theory to examine how robot design influences guest experiences in high-end settings. This study is notable for being one of the first empirical investigations to address the unique challenges of deploying anthropomorphic service robots in luxury contexts—a domain where brand image and guest expectations are paramount. Dr. Chou’s work reveals a dual-congruity mechanism: the alignment between robot appearance and both luxury brand values and task requirements, moderated by consumer anxiety. Her findings offer actionable insights for hoteliers and technology designers, demonstrating that successful robot integration depends on resolving tensions between anthropomorphism and exclusivity. With her innovative theoretical framework and timely focus on post-pandemic service recovery, Dr. Chou is establishing herself as a key voice in the evolving conversation around automation in premium service environments.
Research Focus
Key Achievements
Top Papers
- 1