<p>This study examines how service robot features, namely anthropomorphism, autonomy, and intelligence, influence consumers’ willingness to pay more through perceived warmth, perceived competence, and social comfort. Using survey data from consumers with prior hotel service robot experience, the study applies PLS-SEM and combined importance-performance map analysis to identify the key drivers of willingness to pay more. The findings show that perceived intelligence is the strongest predictor of both warmth and competence, while anthropomorphism also positively influences both perceptions. Autonomy has no significant effect. Warmth and competence enhance social comfort, which subsequently increases willingness to pay more. Identity threat does not significantly moderate these relationships. By examining hotel service robots as a form of disruptive innovation in service delivery, this study contributes to marketing analytics by modelling the linkages between robot design features, consumer social evaluations, and price-premium outcomes.</p>