로봇 셰프 이용 위험지각이 로봇 셰프 이미지 및 방문의도에 미치는 효과 - 외식 관여도의 조절효과 -
The effects of perceived risks of robot chefs on image and visit intention - The moderating effect of dining involvement -
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This study examines the effects of perceived risks associated with robot chefs on image formation and consumers' intention to visit restaurants. Additionally, it explores how dining involvement moderates the relationships between three sub-dimensions of perceived risks and the perceived image of robot chefs. Drawing on a comprehensive literature review, hypotheses were developed and empirically tested through a survey. Using structural equation modeling, data gained from 407 responses were analyzed. The results revealed that functional and psychological risks significantly influenced the image of robot chefs, while financial risk did not. Regarding restaurant visit intention, only functional risk had a significant negative effect. Furthermore, the overall image of robot chefs had a positive effect on restaurant visit intention. The analysis also revealed a significant moderating effect of dining involvement. The results showed that, for consumers with low dining involvement, psychological risk had a stronger negative impact on the perceived image compared to those with high involvement. This study contributes to the literature by examining consumer cognitive responses to robot chefs in the technology-driven foodservice industry and offers practical implications for their effective implementation in restaurants.
Abstract
This study examines the effects of perceived risks associated with robot chefs on image formation and consumers' intention to visit restaurants. Additionally, it explores how dining involvement moderates the relationships between three sub-dimensions of perceived risks and the perceived image of robot chefs. Drawing on a comprehensive literature review, hypotheses were developed and empirically tested through a survey. Using structural equation modeling, data gained from 407 responses were analyzed. The results revealed that functional and psychological risks significantly influenced the image of robot chefs, while financial risk did not. Regarding restaurant visit intention, only functional risk had a significant negative effect. Furthermore, the overall image of robot chefs had a positive effect on restaurant visit intention. The analysis also revealed a significant moderating effect of dining involvement. The results showed that, for consumers with low dining involvement, psychological risk had a stronger negative impact on the perceived image compared to those with high involvement. This study contributes to the literature by examining consumer cognitive responses to robot chefs in the technology-driven foodservice industry and offers practical implications for their effective implementation in restaurants.