CCSC Seminar with Dr Qionglei Yu (Newcastle University)

Technology paradox: Uncovering the relationship between loneliness and frontline service preference

Abstract

Excessive technology use, combined with a lack of meaningful social interaction, can exacerbate social isolation and loneliness. This seminar introduces two research projects that explore how lonely individuals engage with service environments, focusing on human-human and human-robot interactions. The first project investigates the relationship between social media dependency, loneliness, and the intentions of lonely customers to use service robots, considering internal factors (such as the need for interaction) and external factors (like information overload). The second project employs a mixed-method approach to examine how different types of loneliness influence consumer preferences for service providers (robots vs. humans), with mediating and moderating factors such as solitude preference, surface acting, and perceived ease of use. Drawing on theories like the Extended Technology Acceptance Model (ETL) and Social Identity Theory (SIT), these studies provide comprehensive insights into how individuals cope with loneliness in service settings, offering both theoretical and practical implications.

About the speaker

Dr Qionglei Yu is a Reader in Marketing at Newcastle University Business School, Newcastle University, UK. Qionglei's research interests initially cover applying marketing philosophy and practices within organisations and the tourism sector. Her utmost research interest lies in exploring the impact of technology in consumer psychology, social interaction and community well-being. She has published research papers and conference proceedings on various topics, including European Journal of Marketing, International Marketing Review, Journal of Business Research, Technological Forecasting and Social Change, Annals of Tourism Research, Tourism Management, Tourism Management Perspectives and many others. Apart from academic research, Qionglei also has years of experience in industrial consultancy, e.g. China Mobile, China Zheshang Insurance, China Tea Research Institute, Zhejiang China Commodities City Group Co., and Zhejiang Haining China Leather City. etc.