A Study on the Experience Economy Examining a Robot Service in the Restaurant Industry Based on Demographic Characteristics

PurposeThis study aims to explore the attitudes and perceptions of Chinese coffee consumers towards robot baristas, considering the proliferation of automated entities within China's coffee sector.Design/methodology/approachEmploying the extended Technology Acceptance Model 2 as its theoretical framework, this research conducts in-depth interviews with 30 Chinese coffee consumers. The laddering technique is utilized, supplemented by video simulation. Thematic analysis is subsequently employed to scrutinize the data.FindingsThe findings delineate six pivotal themes encapsulating Chinese coffee consumers' perceptions of robot baristas – Perceived Introvert Friendliness, Perceived Novelty, Perceived Intellectual Discrepancies, Perceived Efficiency and Reliability, Perceived Emotional Disconnection, and Perceived Labour Market Disruption. Moreover, six motivational themes are identified - Social Status Boosting, Openness to Experience, Ease of Use, Tech-Driven Affordability, Reliable and Uncompromising Quality, and Resistance to Overbearing Service.Research limitations/implicationsThe study is limited by its focus on a specific cultural context. Future research could explore cross-cultural perspectives.Practical implicationsThe findings of this study offer guidance on how to market and position robotic barista services to appeal to consumer preferences and drive adoption.Social implicationsUnderstanding consumer perceptions of robotic baristas has broader social implications, particularly in terms of labour market disruption and the potential impact on traditional coffee professions. Businesses can navigate the social implications of automation more effectively and foster greater acceptance of technological innovations within society.Originality/valueThis study offers insights into the inclinations of Chinese coffee consumers, thereby facilitating informed decision-making and the formulation of effective strategies to expedite the adoption of robotic service.

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Customers’ acceptance of AI-powered robot chefs in casual dining restaurants

Parvez,

Hossain,

Islam

et al. 2024

JHTI

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PurposeThis study examines the complex realm of customers’ acceptance of AI-powered robot chefs. It aims to enhance the understanding of customers’ motivational factors that influence their acceptance of AI-powered robots for food preparation in casual-dining restaurants.Design/methodology/approachThis research was conducted using a comprehensive approach. Data were collected from 520 participants at casual dining restaurants in Florida, USA. After rigorous data cleaning, 489 valid responses were obtained. The study employed partial least squares structural equation modeling (PLS-SEM) utilizing SmartPLS Ver. 4.0 to examine both the measurement and the proposed research model, ensuring a thorough and robust investigation.FindingsThe research results show that customers’ motivational factors, such as functionality and hedonic and cognitive innovativeness, positively influence their knowledge and attitude toward accepting robotic chefs in casual-dining restaurants. Social motivation negatively impacts customers’ knowledge, but on the other hand, it positively affects customers’ attitudes. In addition, customer knowledge and attitudes positively influence the acceptance behavior of AI-powered robot chefs.Practical implicationsThis study provides a practical understanding of the presence and embodiment of robot chefs in casual-dining restaurants. In the restaurant industry, customer intention to accept robot chefs is a significant factor, and this study not only sheds light on this crucial aspect but also provides actionable insights for industry professionals and researchers.Originality/valueBased on the existing hospitality literature, this study is one of the first to address this issue. It presents the antecedents of motivated customers’ acceptance of robot chefs based on their knowledge and attitudes toward robot chefs. In addition, this research addressed the factors that influence customers’ robot chef acceptance behavior in casual-dining restaurants.

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A Study on the Experience Economy Examining a Robot Service in the Restaurant Industry Based on Demographic Characteristics

Cited by 4 publications

References 50 publications

The Role of Service Robots in Restaurant Settings: A Meta-Analysis Study on Consumer Behavior and Intentions

The Role of Service Robots in Restaurant Settings: A Meta-Analysis Study on Consumer Behavior and Intentions

Perceptions and motivational factors of Chinese coffee consumers towards robot baristas: a Technology Acceptance Model 2 perspective

Customers’ acceptance of AI-powered robot chefs in casual dining restaurants

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