무인 로봇카페의 서비스품질이 경험 가치, 신뢰 및 행동의도에 미치는 영향

Abstract

This study analyzed the impact of service quality in unmanned robot cafes on users' experience value, trust, and behavioral intention. It clarified the structural relationships among service experience, experience value, trust, and behavioral intention in the context of unmanned robot cafes, providing strategic implications for enhancing their sustainability and competitiveness. The survey was conducted using the Naver Office program from May 10 to June 10, 2025. A total of 300 questionnaires were distributed, and 242 were collected. After excluding nine invalid responses, 233 valid responses (96.3%) were used for the final empirical analysis. First, regarding the impact of service quality on experience value, physical environment and emotional intimacy were found to have a significant positive effect, whereas responsiveness and usability did not show significant effects. Second, in analyzing the impact of service quality on trust, none of the service quality variables showed a significant effect. Third, regarding the impact of service quality on behavioral intention, physical environment and emotional intimacy had a significant positive effect, while responsiveness and usability were not significant. Fourth, experience value had a significant positive effect on trust, confirming that positive experiences with unmanned robot cafes lead to the formation of trust. Additionally, experience value had a significant positive effect on behavioral intention, and trust also had a significant effect on behavioral intention.