The Korean Journal of Franchise Management (한국프랜차이즈경영연구)

Korea Society of Franchise Management (한국프랜차이즈경영학회)
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The Effect of Serving Robots on Attitude and Behavioral Intention of Restaurant Customers: Focused on UTAUT2 and Moderating Effect of Shyness

서빙로봇이 레스토랑 이용고객의 태도 및 행동의도에 미치는 영향: 확장된 통합기술수용이론과 수줍음의 조절효과를 중심으로

  • Sung Rae KANG (Pusan National University, Department of Tourism & Convention) ;
  • Sang Ho HAN (Youngsan University, Department of Food Service Management) ;
  • So Hye BAE (Pusan National University, Department of Tourism & Convention) ;
  • Yeo Hyun YOON (Youngsan University, Department of Hotel and Tourism Management)
  • Received : 2024.05.19
  • Accepted : 2024.06.18
  • Published : 2024.06.30
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Abstract

Purpose: Nowadays, many restaurants use serving robots. Initially, many people thought that Covid-19 caused the spread of serving robots. However, even as the endemic, many restaurants still use serving robots. Therefore, this study examines why many customers choose restaurants with serving robots, using the UTAUT2 framework. Additionally, this study explores whether shyness has a moderating effect on these factors. Research design, data and methodology: Data were collected from 307 consumers who had visited a restaurant using a serving robot and analyzed using SmartPLS 4.0 software. A total of 286 datasets were analyzed. Result: We found that the precedence factors of UTAUT2 (Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Condition, Hedonic Motivation) had a positive effect on attitude. Furthermore, attitude had a significant positive effect on Behavioral Intention. However, shyness did not appear to have a moderating effect among these factors. This is likely due to customers using serving robots for very short time, as identified in the literature review. Conclusions: As a result of this study, it was explained that Hedonic Motivation had the most significant positive effect on shaping attitudes toward restaurants using serving robots through the UTAUT2 model.

Keywords

References

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