쿠킹 로봇의 의인화 정도에 따른 소비자 인식 차이와 구매의도 및 방문의도에 미치는 영향

Abstract

This study analyzed the effect of the degree of anthropomorphism of cooking robots on consumers' perception and behavioral intention. Specifically, it investigated the differences in consumers' perception of warmth, competence, trust, and risk according to the anthropomorphism type of cooking robots (Mechanoid vs. Animal vs. Humanoid), and explored the effect of such perception on restaurant visit intention and word-of-mouth intention. The research model was designed based on the Stereotype Content Model (SCM) as a theoretical basis. As a result of analyzing 168 valid responses collected through the experimental study, it was confirmed that there was a significant difference in consumer perception according to the anthropomorphism type. While the Animal type showed the highest perception of warmth, the Humanoid type was evaluated the highest in terms of competence and trust. However, the Humanoid type was also found to induce the highest perception of risk. In addition, the perception of warmth, competence, and trust regarding cooking robots had a positive effect on visit intention and word-of-mouth intention, and in particular, competence had the greatest effect on visit intention, and trust had the greatest effect on word-of-mouth intention. This study made theoretical contributions by extending the application of SCM to robot technology evaluation, and confirmed the nonlinear relationship between anthropomorphic types and consumer responses. In addition, it derived practical implications suggesting the importance of optimizing anthropomorphic types and emphasizing capabilities and reliability in developing cooking robots and establishing marketing strategies.