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오픈키친 레스토랑의 로봇 셰프 이용동기가 소비자 태도, 이용의도 및 구전의도에 미치는 효과 - 대안매력의 조절효과 -

The Effects of Motivation for Open-Kitchen Restaurants Adopting Robot Chefs on Consumer Attitude, Intentions to Use, and Word-of-Mouth - The Moderating Role of Alternative Attractiveness -

배소혜|김인신
한국외식산업학회 (The Korean Foodservice Association)|2024.12|한국외식산업학회지 (FoodService Industry Journal)|제20권 제6호|pp. 383-397|DOI 10.22509/kfsa.2024.20.6.025

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motivationword-of-mouthalternative attractivenessRobot chefopen-kitchen restaurant
주제분류관광학

초록

This study aimed to investigate consumer motivations for open-kitchen restaurants adopting robot chefs. Specifically, it examined how functional, hedonic, and social motivations impact consumer attitudes, intentions to use, and word-of-mouth towards robot chef services. Additionally, the moderating effect of alternative attractiveness on the relationship between these motivations and consumer attitudes was tested. Data were collected via an online survey conducted from 8 to 13 May 2024, with responses from 407 participants. Results showed that all three motivations functional, hedonic, and social significantly enhanced consumers’ attitudes towards robot chefs. Notably, the effect of hedonic motivation on attitudes was stronger among consumers who perceived higher alternative attractiveness, whereas functional and social motivations had a consistent effect regardless of alternative attractiveness. This study expands existing research by focusing on robot chefs, highlighting how different motivations interact with alternative attractiveness to shape consumer attitudes. Practical implications include the need to enhance the visual and interactive elements of robot chefs, as well as marketing strategies that emphasise the innovative appeal of robot chef services in modern dining contexts.

Abstract

This study aimed to investigate consumer motivations for open-kitchen restaurants adopting robot chefs. Specifically, it examined how functional, hedonic, and social motivations impact consumer attitudes, intentions to use, and word-of-mouth towards robot chef services. Additionally, the moderating effect of alternative attractiveness on the relationship between these motivations and consumer attitudes was tested. Data were collected via an online survey conducted from 8 to 13 May 2024, with responses from 407 participants. Results showed that all three motivations functional, hedonic, and social significantly enhanced consumers’ attitudes towards robot chefs. Notably, the effect of hedonic motivation on attitudes was stronger among consumers who perceived higher alternative attractiveness, whereas functional and social motivations had a consistent effect regardless of alternative attractiveness. This study expands existing research by focusing on robot chefs, highlighting how different motivations interact with alternative attractiveness to shape consumer attitudes. Practical implications include the need to enhance the visual and interactive elements of robot chefs, as well as marketing strategies that emphasise the innovative appeal of robot chef services in modern dining contexts.

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