How Does Experiential Value toward Robot Barista Service Affect Emotions, Storytelling, and Behavioral Intention in the Context of COVID-19?

Se-Ran Yoo, Seon-Hee Kim and Hyeon-Mo Jeon
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Se-Ran Yoo: Graduate School, Kyung Hee University, Seoul 02447, Korea
Seon-Hee Kim: Department of Tourism Management, Gachon University, Seongnam 13120, Korea
Hyeon-Mo Jeon: Department of Hotel, Tourism, and Foodservice Management, Dongguk University-Gyeongju, Gyeongju 38066, Korea

Sustainability, 2022, vol. 14, issue 1, 1-14

Abstract: This study aims to examine the antecedents of storytelling and intention to a behavioral robot barista coffee shop (RBCS) by exploring experiential values and emotions. For the analysis, a set of hypotheses was developed and tested based on data collected from 300 customers who had visited a RBCS in South Korea. In the verification, the atmosphere showed the greatest influence on positive emotion, followed by consumer return on investment (CROI). These results mean that atmosphere, CROI, and escapism are important to induce positive emotion and behavioral intention for robot barista coffee shop. This is the first study to examine consumers’ experiential value regarding non-face-to-face robot service in the food service industry. This design is different from previous experiential value studies on human services in the hospitality industry. By integrating artificial intelligence and digital innovation into food service, this study broadens the scope of research in consumer behavior, making a significant theoretical contribution to the literature. Furthermore, this study proposes practical implications for sustainable coffee shop management in a COVID-19 environment.

Keywords: robot barista; experiential value; emotions; storytelling; behavioral intention; coffee shop (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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