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레스토랑에서의 쿠킹 로봇 도입에 대한 혁신 인식 분석 - 테크노포비아의 조절 효과를 중심으로 -

Innovation Perception Analysis on the Introduction of Cooking Robots in Restaurants - Focusing on the Moderating Effect of Technophobia -

김영준
한국외식산업학회 (The Korean Foodservice Association)|2024.12|한국외식산업학회지 (FoodService Industry Journal)|제20권 제6호|pp. 117-131|DOI 10.22509/kfsa.2024.20.6.008

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키워드

Technology Acceptance ModelPerceived usefulnessIntention to useInnovation Diffusion TheoryPerceived ease of useTechnophobiaCooking robots
주제분류관광학

초록

This study examines chefs’ perceptions of cooking robots in restaurants and analyzes the impact of innovation characteristics on perceived usefulness, perceived ease of use, and intention to use through an integrated model of Innovation Diffusion Theory(IDT) and Technology Acceptance Model (TAM). Additionally, it investigates the moderating effects of food technophobia. A survey was conducted among 199 professional chefs. The data were analyzed using SPSS 23 and AMOS 22 for confirmatory factor analysis, reliability and validity tests, path analysis, and multi-group analysis. The results show that relative advantage, compatibility, trialability, and observability positively influence both perceived usefulness and perceived ease of use. Complexity negatively affects perceived ease of use but does not significantly impact perceived usefulness. Both perceived usefulness and perceived ease of use positively influence intention to use cooking robots. The moderating effect of food technophobia reveals that the positive impacts of relative advantage, compatibility, and observability on perceived usefulness and ease of use are stronger in the low food technophobia group. This suggests that chefs with lower fear of food technology are more likely to recognize the benefits of cooking robots and accept them. This study contributes to the theoretical understanding of cooking robot adoption by integrating IDT and TAM, and considering psychological factors like food technophobia. It also provides practical implications for the successful introduction of cooking robots in restaurants, emphasizing the need for strategies tailored to levels of food technophobia.

Abstract

This study examines chefs’ perceptions of cooking robots in restaurants and analyzes the impact of innovation characteristics on perceived usefulness, perceived ease of use, and intention to use through an integrated model of Innovation Diffusion Theory(IDT) and Technology Acceptance Model (TAM). Additionally, it investigates the moderating effects of food technophobia. A survey was conducted among 199 professional chefs. The data were analyzed using SPSS 23 and AMOS 22 for confirmatory factor analysis, reliability and validity tests, path analysis, and multi-group analysis. The results show that relative advantage, compatibility, trialability, and observability positively influence both perceived usefulness and perceived ease of use. Complexity negatively affects perceived ease of use but does not significantly impact perceived usefulness. Both perceived usefulness and perceived ease of use positively influence intention to use cooking robots. The moderating effect of food technophobia reveals that the positive impacts of relative advantage, compatibility, and observability on perceived usefulness and ease of use are stronger in the low food technophobia group. This suggests that chefs with lower fear of food technology are more likely to recognize the benefits of cooking robots and accept them. This study contributes to the theoretical understanding of cooking robot adoption by integrating IDT and TAM, and considering psychological factors like food technophobia. It also provides practical implications for the successful introduction of cooking robots in restaurants, emphasizing the need for strategies tailored to levels of food technophobia.

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