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

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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.
Author(s)
서경화이지혜
Issued Date
2021
Type
Article
Keyword
service robotTAMPUPEOUtrustperceived risksatisfactionintention
DOI
10.3390/su13084431
URI
https://oak.ulsan.ac.kr/handle/2021.oak/9590
https://ulsan-primo.hosted.exlibrisgroup.com/primo-explore/fulldisplay?docid=TN_cdi_doaj_primary_oai_doaj_org_article_8caa5dbe76144c4d899d6a85b18803f0&context=PC&vid=ULSAN&lang=ko_KR&search_scope=default_scope&adaptor=primo_central_multiple_fe&tab=default_tab&query=any,contains,The%20Emergence%20of%20Service%20Robots%20at%20Restaurants:%20Integrating%20Trust,%20Perceived%20Risk,%20and%20Satisfaction&offset=0&pcAvailability=true
Publisher
SUSTAINABILITY
Location
스위스
Language
영어
ISSN
2071-1050
Citation Volume
13
Citation Number
8
Citation Start Page
4331
Citation End Page
4331
Appears in Collections:
Human Ecology > Human Ecology
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