How Does Experiential Value toward Robot Barista Service Affect Emotions, Storytelling, and Behavioral Intention in the Context of COVID-19?

This study aims to examine the antecedents of storytelling and intention to a behavioral robot barista coffee shop (RBCS) by exploring experiential values and emotions. For the analysis, a set of hypotheses was developed and tested based on data collected from 300 customers who had visited a RBCS in South Korea. In the verification, the atmosphere showed the greatest influence on positive emotion, followed by consumer return on investment (CROI). These results mean that atmosphere, CROI, and escapism are important to induce positive emotion and behavioral intention for robot barista coffee shop. This is the first study to examine consumers’ experiential value regarding non-face-to-face robot service in the food service industry. This design is different from previous experiential value studies on human services in the hospitality industry. By integrating artificial intelligence and digital innovation into food service, this study broadens the scope of research in consumer behavior, making a significant theoretical contribution to the literature. Furthermore, this study proposes practical implications for sustainable coffee shop management in a COVID-19 environment.

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A study on the effect of food service industry menu quality on perceived value and behavioral intention

International Journal of Tourism and Hospitality Research ◽

10.21298/ijthr.2018.09.32.9.189 ◽

2018 ◽

Vol 32 (9) ◽

pp. 189-202

Author(s):

Yi-Su Kim

Keyword(s):

Behavioral Intention ◽

Service Industry ◽

Perceived Value ◽

Food Service ◽

Effect Of Food

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Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation

Sustainability ◽

10.3390/su132112029 ◽

2021 ◽

Vol 13 (21) ◽

pp. 12029

Author(s):

Young Joong Kim ◽

Jung Sook Park ◽

Hyeon Mo Jeon

Keyword(s):

Brand Loyalty ◽

Human Services ◽

Value Theory ◽

Service Research ◽

Coffee Shop ◽

Brand Love ◽

Face To Face ◽

Service Excellence ◽

Experiential Value ◽

Positive Effect

This study applies experiential value, satisfaction, brand love, brand loyalty, and generation to identify consumer behavior toward robot baristas providing new non-face-to-face services during the COVID-19 pandemic. For the analysis, a set of hypotheses was developed and tested based on the data collected from 404 customers who had visited a robot barista coffee shop (RBCS) in South Korea. The results show that playfulness had the most positive effect on satisfaction, followed by service excellence and consumer return on investment (CROI). Satisfaction had a positive effect on brand love and loyalty. This result indicates that playfulness, service excellence, and CROI are important for inducing brand love and brand loyalty of customers toward RBCS. Moreover, generation plays a moderating role between satisfaction and brand love, and between brand and brand loyalty. This research design and the results differ from those of previous studies on experiential value that have focused on human services in the hospitality industry. Consequently, this study contributes to the hospitality literature by applying the experience value theory, which has been mainly applied to research on human services, to non-face-to-face service research, and to identifying its role. Additionally, it makes an important contribution by presenting practical implications for the sustainable management of the food service industry in the COVID-19 era.

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A Study on the Relationship among Service Quality, Experiential Value, Positive Emotion and Behavioral intention in Slow Food Festival

Korea Trade Exhibition Review ◽

10.16938/ijtfs.2016.11.3.057 ◽

2016 ◽

Vol 11 (3) ◽

pp. 57-74

Author(s):

Hyun-Ji Kim ◽

Keyword(s):

Service Quality ◽

Behavioral Intention ◽

Positive Emotion ◽

Slow Food ◽

Experiential Value ◽

The Relationship

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Untact: Customer’s Acceptance Intention toward Robot Barista in Coffee Shop

Sustainability ◽

10.3390/su12208598 ◽

2020 ◽

Vol 12 (20) ◽

pp. 8598

Author(s):

Hye Jin Sung ◽

Hyeon Mo Jeon

Keyword(s):

Technology Acceptance ◽

Perceived Risk ◽

Industrial Revolution ◽

Service Industry ◽

Food Service ◽

Perceived Usefulness ◽

Coffee Shop ◽

Determinant Factors ◽

Perceived Enjoyment ◽

Acceptance Model

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.

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