The Impact of Negative Attitudes toward Restaurant Service Robots on Trust, Perceived Risk, Intention to Use, and Revisit Intention
Kyung Hwa Seo · Culinary Science & Hospitality Research · 2023
With the development of artificial intelligence robots, it is expected that in future restaurants, an appropriate relationship will not only be formed through a certain level of communication between humans and robots but various customer experiences will also be achieved simultaneously. In the future human-robot interaction process, it is important to understand the complex psychological state of customers that leads to restaurant performance. Exploring new possibilities for introducing social robots in restaurants by examining customer reactions is of great significance. To achieve the purpose of this study, meaningful results were derived using a structural equation model based on the perceptions of 320 evaluators. Negative attitudes toward interactions with robots (NARS1), negative attitudes toward the social influence of robots (NARS2), and negative attitudes toward emotional interactions with robots (NARS3) were found to have a negative relationship with trust. Trust was found to have a negative relationship with perceived risk and a positive relationship with intention to use and intention to revisit. It was confirmed that intention to use has a positive relationship with behavioral intention. This study contributes to the development of robotics and successful management by providing a basis for building a new model by verifying factors related to trust formation in human-robot interactions in the restaurant industry.