Robotic Restaurant Marketing Strategies in the Era of the Fourth Industrial Revolution: Focusing on Perceived Innovativeness

Jinsoo Hwang, Kwang-Woo Lee, Dohyung Kim and Insin Kim
Additional contact information
Jinsoo Hwang: The College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea
Kwang-Woo Lee: Department of Tourism Management, College of Economics and Business Administration, Daegu University, Daegu, Kyungsansi, Kyungsangbukdo 38453, Korea
Dohyung Kim: Seoulland F&B, 181, Gwangmyeong-ro, Gwacheon-si, Gyeonggi-do 13829, Korea
Insin Kim: Department of Tourism and Convention, Pusan National University, Busan 43241, Korea

Sustainability, 2020, vol. 12, issue 21, 1-18

Abstract: Although innovative robotic technology plays an important role in the restaurant industry, there is not much research on it. Thus, this study tried to identify how to form behavioral intentions using the concept of perceived innovativeness in the context of robotic restaurants for the first time. A research model comprising 12 hypotheses is evaluated using structural equation modeling based on a sample of 418 subjects in South Korea. The data analysis results show that perceived innovativeness is an important predictor of the customers’ attitude, which in turn has a significant effect on desire. In addition, desire exerts a positive influence on intentions to use and willingness to pay more. Lastly, perceived risk moderates the relationships between (1) desire and intentions to use and (2) desire and willingness to pay more. Based on the above statistical results, important theoretical and managerial implications are presented.

Keywords: robotic restaurants; perceived innovativeness; perceived risk; attitude; behavioral intentions (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 (5)

Downloads: (external link)
https://www.mdpi.com/2071-1050/12/21/9165/pdf (application/pdf)
https://www.mdpi.com/2071-1050/12/21/9165/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:21:p:9165-:d:439881

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().