Senior Consumer Motivations and Perceived Value of Robot Service Restaurants in Korea

Min-Kyu Kwak, JeungSun Lee and Seong-Soo Cha
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Min-Kyu Kwak: Laboratory Microbial Physiology and Biotechnology, Department of Food and Nutrition, Institute of Food and Nutrition Science, Eulji University, 553 Sanseong-daero, Seongnam 13135, Gyeonggi-do, Korea
JeungSun Lee: Department of Mortuary Science, College of Bio Convergence, Eulji University, 553 Sanseong-daero, Seongnam 13135, Gyeonggi-do, Korea
Seong-Soo Cha: Department of Food Science & Service, College of Bio-Convergence, Eulji University, 553 Sanseong-daero, Seongnam 13135, Gyeonggi-do, Korea

Sustainability, 2021, vol. 13, issue 5, 1-15

Abstract: This research empirically tested a theoretical model by defining senior customers’ intentions to use robot service restaurants emerging in South Korea. Non-face-to-face services have become increasingly important for seniors. Therefore, restaurant marketers should cater to senior customers’ needs by sustaining robot service restaurants. The study analyzed 243 questionnaires to verify the reliability and validity of the measurement items. The research hypotheses were examined using structural equation modeling (SEM). The suggested model comprised three stages: motivated consumer innovativeness (MCI), perceived value, and planned behavior (attitude, intention to use). The results revealed that senior customers’ perceived values positively influenced attitude and were enhanced by hedonically MCI (hMCI) and socially MCI. Moreover, the hedonic and social elements of motivation improved the attitude and usage intentions of robot service restaurants for senior customers. However, these relationships differed in terms of the income level of the customer groups. For the low-income senior-level group, hMCI was more influential on the perceived value. This study is meaningful because it analyzes the effect of MCI of seniors on the perceived value of robot service restaurants, which are growing rapidly in South Korea. It has empirically proved the moderating effect of different income groups, providing practical implications.

Keywords: motivated consumer innovativeness; perceived value; attitude; senior customers; robot service restaurants (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

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