Purpose: This study examined the effect of brand modernity on brand love. In addition, this study investigated how brand love affects behavioral intentions including intentions to use, word-of-mouth and willingness to pay more. Lastly, this study explored the differences between robot servers and human servers in the five concepts mentioned above.Design/methodology/approach: Data were collected from 300 people who experienced robot servers and from 318 people who experienced human servers.Findings: The results of data analysis revealed that brand modernity has a positive influence on brand love, which in turn positively affects intentions to use, word-of-mouth and willingness to pay more. Additionally, it was found that there were statistical differences with the mean value of the five concepts based on the type of employee, such as robot servers and human servers.Originality/value: Unlike prior research, the difference between robot servers and human servers was investigated by focusing more on the brand in this study, and such findings can be considered as important theoretical implications of this study.

Purpose: This study investigated the impacts of the technology acceptance model (TAM) determinants and image congruence on attitude and, in turn, behavioral intentions. In addition, the differences between the US and Korean consumers in terms of the predictors of attitude were assessed.Design/methodology/approach: The data were collected via an online survey from 342 South Korean and 353 American consumers who patronized a restaurant within a three-month timeframe.Findings: The findings revealed that two dimensions of TAM and three sub-factors of self-image congruence positively affected customer attitude toward face recognition (FR) payment. Customer attitude also significantly influenced behavioral intentions toward FR payment. Lastly, the cultural differences between the Korean and American consumers played significant moderating roles in the relationships between perceived usefulness and attitude as well as between actual self-image congruence and attitude.Originality/value: No prior empirical research has incorporated cultural differences into the FR payment acceptance model. Unlike previous research, the current study included cultural differences as a moderator of the relationships between the five predictors (i.e. two predictors from TAM and three dimensions of self-image congruence) and attitude toward FR payment in the research model.

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.

The experience economy of service robots in the restaurant industry was researched in the present study. The dimensions of the experience economy, which include esthetics, entertainment, education, and escapism, were assessed based on customer demographics. Additionally, this study explored how the four sub-dimensions of the experience economy affects word-of-mouth intentions. The study analyzed 292 surveys. Significant differences in the experience economy were found in terms of gender, education, and monthly income, according to the statistical results. Lastly, the results of the regression analysis revealed that the experience economy’s sub-dimensions have a positive effect on word-of-mouth intentions. This is the first study to examine the experience economy of robot services, and thus, it provides theoretical contributions and practical suggestions for the restaurant industry.

This study examines the effect of the internal environmental locus of control, which includes green consumers, environmental activists, environmental advocates, and recyclers, in regard to the green image of edible insect restaurants. This study additionally investigates how the green image of edible insect restaurants affects the willingness to pay more. Lastly, this study explores the differences of the internal environmental locus of control, which were based on the demographic characteristics. A total of 448 samples were used for the final statistical analysis. The results of the data analysis indicate that two dimensions of the internal environmental locus of control, which include recyclers and environmental activists, have a positive influence on the green image of edible insect restaurants, and they in turn positively affect the willingness to pay more. In terms of difference analysis, all four concepts of INELOC indicated statistical differences according to age. In addition, significant differences of the mean value of recyclers and environmental advocates were found in age. There were also significant differences in the education level for the groups of green consumers. There were significant differences in green consumers, environmental advocates, and environmental activists based on marital status. Lastly, there were significant differences of the mean values of environmental advocates in monthly income.