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Senior Consumer Motivations and Perceived Value of Robot Service Restaurants in Korea

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  • Min-Kyu Kwak

    (Laboratory Microbial Physiology and Biotechnology, Department of Food and Nutrition, Institute of Food and Nutrition Science, Eulji University, 553 Sanseong-daero, Seongnam 13135, Gyeonggi-do, Korea
    These authors contributed equally to this work.)

  • JeungSun Lee

    (Department of Mortuary Science, College of Bio Convergence, Eulji University, 553 Sanseong-daero, Seongnam 13135, Gyeonggi-do, Korea
    These authors contributed equally to this work.)

  • Seong-Soo Cha

    (Department of Food Science & Service, College of Bio-Convergence, Eulji University, 553 Sanseong-daero, Seongnam 13135, Gyeonggi-do, Korea)

Abstract

This research empirically tested a theoretical model by defining senior customers’ intentions to use robot service restaurants emerging in South Korea. Non-face-to-face services have become increasingly important for seniors. Therefore, restaurant marketers should cater to senior customers’ needs by sustaining robot service restaurants. The study analyzed 243 questionnaires to verify the reliability and validity of the measurement items. The research hypotheses were examined using structural equation modeling (SEM). The suggested model comprised three stages: motivated consumer innovativeness (MCI), perceived value, and planned behavior (attitude, intention to use). The results revealed that senior customers’ perceived values positively influenced attitude and were enhanced by hedonically MCI (hMCI) and socially MCI. Moreover, the hedonic and social elements of motivation improved the attitude and usage intentions of robot service restaurants for senior customers. However, these relationships differed in terms of the income level of the customer groups. For the low-income senior-level group, hMCI was more influential on the perceived value. This study is meaningful because it analyzes the effect of MCI of seniors on the perceived value of robot service restaurants, which are growing rapidly in South Korea. It has empirically proved the moderating effect of different income groups, providing practical implications.

Suggested Citation

  • Min-Kyu Kwak & JeungSun Lee & Seong-Soo Cha, 2021. "Senior Consumer Motivations and Perceived Value of Robot Service Restaurants in Korea," Sustainability, MDPI, vol. 13(5), pages 1-15, March.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:5:p:2755-:d:510102
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    1. Jinsoo Hwang & Heather Markham Kim & Kyuhyeon Joo & Muhammad Nawaz & Joonho Moon, 2022. "Travelers’ Perceived Value of Robot Services in the Airline Industry: Focusing on Demographic Characteristics," Sustainability, MDPI, vol. 14(23), pages 1-12, November.
    2. Baichen Jiang & Fallah Samuel Kassoh, 2022. "A Comparative Study of High-Quality Broiler Purchase Behavior between Chinese and Sierra Leonean Consumers: The Moderating Role of Uncertainty Avoidance," Sustainability, MDPI, vol. 15(1), pages 1-25, December.
    3. Jinsoo Hwang & Jawad Abbas & Kyuhyeon Joo & Seung-Woo Choo & Sunghyup Sean Hyun, 2022. "The Effects of Types of Service Providers on Experience Economy, Brand Attitude, and Brand Loyalty in the Restaurant Industry," IJERPH, MDPI, vol. 19(6), pages 1-15, March.
    4. Gyutae Lee & Yunsik Kim, 2022. "Effects of Resistance Barriers to Service Robots on Alternative Attractiveness and Intention to Use," SAGE Open, , vol. 12(2), pages 21582440221, May.
    5. Stanislav Ivanov & Craig Webster & Faruk Seyitoğlu, 2023. "Humans and/or robots? Tourists’ preferences towards the humans–robots mix in the service delivery system," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 195-231, March.
    6. Kyuhyeon Joo & Heather M. Kim & Jinsoo Hwang, 2023. "A Study on the Experience Economy Examining a Robot Service in the Restaurant Industry Based on Demographic Characteristics," Sustainability, MDPI, vol. 15(14), pages 1-15, July.

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