The Emergence of Service Robots at Restaurants: Integrating Trust, Perceived Risk, and Satisfaction

Kyung Hwa Seo and Jee Hye Lee
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Kyung Hwa Seo: Department of Hotel Culinary Arts and Bakery, Ulsan College, Ulsan 44022, Korea
Jee Hye Lee: Department of Food & Nutrition, University of Ulsan, Ulsan 44610, Korea

Sustainability, 2021, vol. 13, issue 8, 1-16

Abstract: As various types of robots increasingly influence consumers’ service experiences, companies need to consider how to be competitive in this new artificial intelligence and service automation business environment. However, only limited studies have investigated the factors involved in consumer behaviors toward robot restaurant visitors and their impacts. This study integrates trust, the perceived risk, and satisfaction with the well-known Technology Acceptance Model’s (TAM) original constructs (perceived usefulness, perceived ease of use, and acceptance) in the robot service restaurant setting. A scenario-based online survey was performed on 338 respondents. Structural equational modeling shows the direct impact of PU (perceived usefulness) and the indirect impact of PEOU (perceived ease of use) on consumers’ revisit intention to robot restaurants. Trust significantly increases PU and PEOU toward a service robot, and increased trust in robot service decreases the perceived risk as well as increases satisfaction. Further, perceived risk decreases satisfaction and revisit intention. The study provides useful information for hospitality marketers to acknowledge how consumers accept robot service and better understand the key drivers of robot restaurant revisit intention.

Keywords: service robot; TAM; PU; PEOU; trust; perceived risk; satisfaction; revisit intention (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 (17)

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