Untact: Customer’s Acceptance Intention toward Robot Barista in Coffee Shop

Hye Jin Sung and Hyeon Mo Jeon
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Hye Jin Sung: Department of Foodservice Management, Pai Chai University, Daejeon 35345, Korea
Hyeon Mo Jeon: Department of Hotel, Tourism, and Foodservice Management, Dongguk University-Gyeonju, Gyeongju 38066, Korea

Sustainability, 2020, vol. 12, issue 20, 1-16

Abstract: Restaurants have been using robots to meet the increasing consumer demand for food customization and safety and contactless service operations. This study identified the antecedent factors influencing a customer’s attitude and acceptance intention toward a robot barista. To this end, we conducted a questionnaire survey from 10 to 24 January 2020, on a sample of 317 Korean consumers who purchased coffee prepared by a robot barista. We based the analysis on the following determinant factors of the extension of the technology acceptance model (ETAM): perceived enjoyment, perceived usefulness, need for interaction, perceived risk, and perceived innovativeness. The results showed that perceived usefulness had the highest impact on acceptance intention, followed by perceived enjoyment and the need for interaction. Perceived usefulness and innovativeness positively influenced acceptance intention. These results confirmed the significance of the determinant factors in inducing customers’ attitude and acceptance intention toward a robot barista. This study extends the research on the application of artificial intelligence and the fourth industrial revolution technologies in the food service industry, and hence contributes toward the preparations for the post-Covid-19 period. It also offers practical implications for sustainable coffee shop management.

Keywords: robot barista; perceived usefulness; perceived enjoyment; need for interaction; perceived risk; perceived innovativeness; coffee shop (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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