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Restaurants have been using robots to meet the increasing consumer demand for food customization and safety and contactless service operations. This study identified the antecedent factors influencing a customer’s attitude and acceptance intention toward a robot barista. To this end, we conducted a questionnaire survey from 10 to 24 January 2020, on a sample of 317 Korean consumers who purchased coffee prepared by a robot barista. We based the analysis on the following determinant factors of the extension of the technology acceptance model (ETAM): perceived enjoyment, perceived usefulness, need for interaction, perceived risk, and perceived innovativeness. The results showed that perceived usefulness had the highest impact on acceptance intention, followed by perceived enjoyment and the need for interaction. Perceived usefulness and innovativeness positively influenced acceptance intention. These results confirmed the significance of the determinant factors in inducing customers’ attitude and acceptance intention toward a robot barista. This study extends the research on the application of artificial intelligence and the fourth industrial revolution technologies in the food service industry, and hence contributes toward the preparations for the post-Covid-19 period. It also offers practical implications for sustainable coffee shop management.
Hye Sung; Hyeon Jeon. Untact: Customer’s Acceptance Intention toward Robot Barista in Coffee Shop. Sustainability 2020, 12, 8598 .
AMA StyleHye Sung, Hyeon Jeon. Untact: Customer’s Acceptance Intention toward Robot Barista in Coffee Shop. Sustainability. 2020; 12 (20):8598.
Chicago/Turabian StyleHye Sung; Hyeon Jeon. 2020. "Untact: Customer’s Acceptance Intention toward Robot Barista in Coffee Shop." Sustainability 12, no. 20: 8598.
In today’s modern society, television (TV) food programs exert significant influence in the domestic and international foodservice market. This study applied the elaboration likelihood model (ELM) to examine the information processing and decision-making activities of restaurant customers related to TV food shows that they watched. The ELM was expanded and tested by including perceived risk as a factor influencing attitude towards a restaurant. A total of 347 responses obtained from Korean residents, who had obtained information delivered by a messenger in a TV program and had subsequently visited that restaurant in the three months prior to the survey were analyzed. Results revealed that the information quality components significantly influenced attitude towards restaurants. For the peripheral route, while the credibility of the messenger had no significant impact, the vividness of expression had a positive impact on attitude towards restaurants. Performance risk was shown to have a negative impact on attitude towards the restaurant. However, time risk, possibly requiring long-distance travel or long waiting times for available tables played a positive role. The long wait times may be perceived well because many people wanting to eat at the restaurants is a positive sign about the experience. Attitude towards a restaurant positively influenced visit intention. Based on the study’s findings, discussion, implications, and limitations for future studies are provided.
Hye Sung; Hyun Kim; Meehee Cho. How Can TV Food Programs Be Used as an Effective Restaurant Marketing Tool? An Extension of ELM with Perceived Risk. Sustainability 2020, 12, 7131 .
AMA StyleHye Sung, Hyun Kim, Meehee Cho. How Can TV Food Programs Be Used as an Effective Restaurant Marketing Tool? An Extension of ELM with Perceived Risk. Sustainability. 2020; 12 (17):7131.
Chicago/Turabian StyleHye Sung; Hyun Kim; Meehee Cho. 2020. "How Can TV Food Programs Be Used as an Effective Restaurant Marketing Tool? An Extension of ELM with Perceived Risk." Sustainability 12, no. 17: 7131.
This study empirically analyzes an extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model that augments information quality to identify the determinants of continuous use intention for food delivery software applications. A sample survey of 340 respondents who had ordered or purchased food through delivery apps was used for the analysis. The results indicate that habit had the strongest influence on continuous use intention, followed by performance expectancy and social influence. Furthermore, information quality had an indirect effect on continuous use intention via performance expectancy. Consequently, this study confirms the importance of information quality, performance expectancy, habit, and social influence as factors in inducing users’ continuous use intention for food delivery apps. These findings expand previous research in online-to-offline business in the field of food services and suggest practical implications. Ultimately, the model proposed and validated in this study may be employed as a basis for future research on consumer behavior in the field of food e-commerce services.
Suk Won Lee; Hye Jin Sung; Hyeon Mo Jeon. Determinants of Continuous Intention on Food Delivery Apps: Extending UTAUT2 with Information Quality. Sustainability 2019, 11, 3141 .
AMA StyleSuk Won Lee, Hye Jin Sung, Hyeon Mo Jeon. Determinants of Continuous Intention on Food Delivery Apps: Extending UTAUT2 with Information Quality. Sustainability. 2019; 11 (11):3141.
Chicago/Turabian StyleSuk Won Lee; Hye Jin Sung; Hyeon Mo Jeon. 2019. "Determinants of Continuous Intention on Food Delivery Apps: Extending UTAUT2 with Information Quality." Sustainability 11, no. 11: 3141.