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The Mediating Role of Attitude in The Effect of Perceived Innovativeness of a Robotic Restaurant on Intention to Use, Wom and Willingness to Pay More

Author

Listed:
  • Zübeyir ÇELİK

    (Dumlupınar University)

  • Bulut DÜLEK

    (Van Yüzüncü Yıl University)

  • Reha SAYDAN

    (Van Yüzüncü Yıl University)

Abstract

This study aims to examine the impact of perceived innovativeness (PI) of a robotic restaurant on behavioral intentions (BI), including intentions to use (IU) and word-of-mouth intentions (WOM). Willingness to pay more, (WPM) with a focus on the mediating role of attitude (AT). The research idea and model are based on the relationships among perceived innovativeness, attitude and behavioral intentions supported by relevant literature. A total of 245 consumers were reached, who watched a video illustrating the operation of robot waiters in a robotic restaurant. Data analysis was conducted using SPSS and AMOS software. The results of the analysis indicate that perceived innovativeness influences intentions to use, attitude, word-of-mouth intentions, and willingness to pay more. Furthermore, attitude was found to have an impact on intentions to use, word-of-mouth intentions, and willingness to pay more. Additionally, it was observed that attitude mediates the relationship between perceived innovativeness and intentions to use, word-of-mouth intentions, and willingness to pay more.

Suggested Citation

  • Zübeyir ÇELİK & Bulut DÜLEK & Reha SAYDAN, 2026. "The Mediating Role of Attitude in The Effect of Perceived Innovativeness of a Robotic Restaurant on Intention to Use, Wom and Willingness to Pay More," Bingol University Journal of Economics and Administrative Sciences, Bingol University, Faculty of Economics and Administrative Sciences, vol. 10(1), pages 112-131, June.
    • Handle: RePEc:bgo:journl:v:10:y:2026:i:1:p:112-131
    DOI: https://doi.org/10.33399/biibfad.1677413
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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