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Customers’ intention to use robot-serviced restaurants in Korea: relationship of coolness and MCI factors
International Journal of Contemporary Hospitality Management ( IF 11.1 ) Pub Date : 2020-08-10 , DOI: 10.1108/ijchm-01-2020-0046
Seong Soo Cha

PurposeThis study aims to empirically test a theoretical model by defining customers’ intention to use services of restaurant robots, which are rapidly developing in Korea The proposed model incorporates three stages: coolness, motivated consumer innovativeness (MCI) and the theory of planned behaviour Design/methodology/approachA total of 420 questionnaires were issued The results were analysed to verify the reliability and validity of the measured variables Structural equation modelling was used to test the research hypotheses FindingsThe results showed that hedonically motivated consumer innovativeness (hMCI) and socially motivated consumer innovativeness (sMCI) have positive effects on attitude and are enhanced by attractiveness, utility, subcultural appeal and originality However, the relationship between MCI and attitude differed among age groups Practical implicationsThe results revealed that sensory elements of robot services improve customer attitudes towards the use of robots in restaurants This is a key finding that restaurant marketers should consider, because non-face-to-face services are becoming increasingly important in the current COVID-19 context Originality/valueThis study analysed the relationship between coolness, MCI and the theory of planned behaviour in the context of robot-serviced restaurants and how the relationship between MCIs and attitude differed among the young and older customers Practical implications are suggested

中文翻译:

客户在韩国使用机器人服务的餐厅的意愿:凉爽程度与MCI因素的关系

目的本研究旨在通过定义客户使用在韩国迅速发展的饭店机器人服务的意图来对理论模型进行实证测试。拟议的模型包括三个阶段:冷静,积极的消费者创新(MCI)和计划行为理论Design /方法/方法总共发出420张调查表。分析结果以验证所测变量的可靠性和有效性。使用结构方程模型检验研究假设。结果表明,享乐动机的消费者创新(hMCI)和社会动机的消费者创新( sMCI)对态度有积极的影响,并通过吸引力,效用,亚文化吸引力和独创性得到增强。但是,MCI与态度之间的关系在不同年龄组之间有所不同实际意义结果表明,机器人服务的感官元素改善了顾客对在餐厅使用机器人的态度。这是餐厅营销人员应考虑的一个重要发现,因为非面对面服务在当前COVID-19环境中变得越来越重要原创性/价值这项研究分析了机器人服务餐厅环境中的凉爽度,MCI与计划行为理论之间的关系,以及MCI与态度之间的关系在年轻人与老年人之间的差异客户提出实际建议MCI和机器人服务餐厅环境下的计划行为理论,以及MCI与态度之间的关系如何在年轻和老年顾客中有所区别MCI和机器人服务餐厅环境下的计划行为理论,以及MCI与态度之间的关系如何在年轻和老年顾客中有所区别MCI和机器人服务餐厅环境下的计划行为理论,以及年轻顾客和年长顾客之间MCI与态度之间的关系有何不同MCI和机器人服务餐厅环境下的计划行为理论,以及MCI与态度之间的关系如何在年轻和老年顾客中有所区别MCI和机器人服务餐厅环境下的计划行为理论,以及MCI与态度之间的关系如何在年轻和老年顾客中有所区别MCI和机器人服务餐厅环境下的计划行为理论,以及MCI与态度之间的关系如何在年轻和老年顾客中有所区别
更新日期:2020-08-10
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