Robot resistance in the land of smiles: Unraveling the behavior of Thai consumers toward restaurant service robots
Noptanit Chotisarn, Nontouch Srisuksa, Rachanon Taweephol, Panuschagone Simakhajornboon, Thadathibesra Phuthong · International Journal of Information Management Data Insights · 2025
This study examined resistance to service robots among younger, educated Thai consumers in chain restaurants and addressed the research gaps to better understand technology adoption in non-Western markets. Data were analyzed from 325 Thai consumers using structural equation modeling. Five significant resistance factors were identified as interaction discomfort (β = 0.361), service robot personality (β = 0.217), warmth competence (β = 0.170), perceived service failure (β = 0.169), and inflexibility (β = -0.166). The counterintuitive negative effect of inflexibility suggested that predictable, standardized robot behavior may reduce resistance in Thailand, challenging Western assumptions about customization. Our model demonstrated strong explanatory power (R² = 0.586), extending innovation resistance theory (IRT) to service robotics by identifying culturally specific barriers in an emerging market. The findings suggested that prioritizing improved robot-customer interactions while leveraging predictability would be a service advantage in Thai cultural contexts.