Customers’ intention to use robot-serviced restaurants in Korea: relationship of coolness and MCI factors

Abstract

Purpose This study aims to empirically test a theoretical model by defining customers’ intention to use services of restaurant robots, which are rapidly developing in Korea. The proposed model incorporates three stages: coolness, motivated consumer innovativeness (MCI) and the theory of planned behaviour. Design/methodology/approach A total of 420 questionnaires were issued. The results were analysed to verify the reliability and validity of the measured variables. Structural equation modelling was used to test the research hypotheses. Findings The results showed that hedonically motivated consumer innovativeness (hMCI) and socially motivated consumer innovativeness (sMCI) have positive effects on attitude and are enhanced by attractiveness, utility, subcultural appeal and originality. However, the relationship between MCI and attitude differed among age groups. Practical implications The results revealed that sensory elements of robot services improve customer attitudes towards the use of robots in restaurants. This is a key finding that restaurant marketers should consider, because non-face-to-face services are becoming increasingly important in the current COVID-19 context. Originality/value This study analysed the relationship between coolness, MCI and the theory of planned behaviour in the context of robot-serviced restaurants and how the relationship between MCIs and attitude differed among the young and older customers. Practical implications are suggested.