A Study on Motivated Consumer Innovativeness in the Context of Robot Restaurants: Focusing on Demographic Factors
Byung-Chan Kim, Jinsoo Hwang · Korea International Trade Research Institute · 2021
Purpose - The purpose of this study is to examine the validity of Motivated Consumer Innovativeness(MCI) in providing robot restaurant service and the effect on intention to use. In addition, the differences between classes were examined through the analysis of differences in demographic characteristics. Design/Methodology/Approach - The study collected and used 427 responses through surveys analysis. The collected data was analyzed using SPSS, and after deriving the factors, the difference in demographic characteristics according to consumer innovation motivation was analyzed. Findings - As a result of the demographic difference analysis, the average value of cognitively Motivated Consumer Innovativeness was high among those in their twenties, and there was a significant difference in functionally motivated consumer innovativeness between two-year college graduates and participants with a higher education level. Research Implications - Existing research has been expanded by verifying the validity of Motivated Consumer Innovativeness in the field of robot service, and basic data for customer segmentation of the robot market is provided through demographic difference analysis.