IDEAS home Printed from https://ideas.repec.org/a/eee/tefoso/v199y2024ics0040162523007321.html
   My bibliography  Save this article

Embracing RAISA in restaurants: Exploring customer attitudes toward robot adoption

Author

Listed:
  • Santiago, Joanna
  • Borges-Tiago, Maria Teresa
  • Tiago, Flávio

Abstract

Humanity has experienced four main technological revolutions; the last two being the digital revolution (Internet) and the emerging artificial intelligence (AI) revolution. With robots, artificial intelligence, and service automation (RAISA) increasingly applied in all industries, knowledge on people's attitudes toward RAISA is limited. Factors affecting RAISA adoption in restaurants, an industry known for its quick adoption of new technology, are largely unknown. This study explores customer attitudes toward robot adoption in restaurants through a quantitative survey of 293 valid respondents. The results, analyzed using partial least squares structural equation modeling (PLS-SEM), show that positive attitudes toward technology, interest in RAISA, perceived relevance, and enjoyment positively impact RAISA adoption. Furthermore, customers' overall attitude toward technology positively affects their intention to use RAISA. Therefore, restaurant owners can start implementing new technologies since consumers are ready to embrace RAISA in restaurants.

Suggested Citation

  • Santiago, Joanna & Borges-Tiago, Maria Teresa & Tiago, Flávio, 2024. "Embracing RAISA in restaurants: Exploring customer attitudes toward robot adoption," Technological Forecasting and Social Change, Elsevier, vol. 199(C).
    • Handle: RePEc:eee:tefoso:v:199:y:2024:i:c:s0040162523007321
    DOI: 10.1016/j.techfore.2023.123047
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0040162523007321
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.techfore.2023.123047?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jay Dixon & Bryan Hong & Lynn Wu, 2021. "The Robot Revolution: Managerial and Employment Consequences for Firms," Management Science, INFORMS, vol. 67(9), pages 5586-5605, September.
    2. Kichan Nam & Christopher S. Dutt & Prakash Chathoth & Abdelkader Daghfous & M. Sajid Khan, 2021. "The adoption of artificial intelligence and robotics in the hotel industry: prospects and challenges," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 553-574, September.
    3. Xu, Jinying & Lu, Weisheng, 2022. "Developing a human-organization-technology fit model for information technology adoption in organizations," Technology in Society, Elsevier, vol. 70(C).
    4. Wang, Yonggui & Hong, Aoran & Li, Xia & Gao, Jia, 2020. "Marketing innovations during a global crisis: A study of China firms’ response to COVID-19," Journal of Business Research, Elsevier, vol. 116(C), pages 214-220.
    5. Alesanco-Llorente, María & Reinares-Lara, Eva & Pelegrín-Borondo, Jorge & Olarte-Pascual, Cristina, 2023. "Mobile-assisted showrooming behavior and the (r)evolution of retail: The moderating effect of gender on the adoption of mobile augmented reality," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    6. Erdmann, Anett & Mas, José Manuel & de Obesso, Mercedes, 2023. "Disruptive technologies: How to influence price sensitivity triggering consumers’ behavioural beliefs," Journal of Business Research, Elsevier, vol. 158(C).
    7. Kyung Hwa Seo & Jee Hye Lee, 2021. "The Emergence of Service Robots at Restaurants: Integrating Trust, Perceived Risk, and Satisfaction," Sustainability, MDPI, vol. 13(8), pages 1-16, April.
    8. Mynttinen, S. & Logrén, J. & Särkkä-Tirkkonen, M. & Rautiainen, T., 2015. "Perceptions of food and its locality among Russian tourists in the South Savo region of Finland," Tourism Management, Elsevier, vol. 48(C), pages 455-466.
    9. Faruk Seyitoğlu & Stanislav Ivanov, 2021. "Service robots as a tool for physical distancing in tourism," Current Issues in Tourism, Taylor & Francis Journals, vol. 24(12), pages 1631-1634, June.
    10. Dwivedi, Yogesh K. & Sharma, Anuj & Rana, Nripendra P. & Giannakis, Mihalis & Goel, Pooja & Dutot, Vincent, 2023. "Evolution of artificial intelligence research in Technological Forecasting and Social Change: Research topics, trends, and future directions," Technological Forecasting and Social Change, Elsevier, vol. 192(C).
    11. Ronan de Kervenoael & Rajibul Hasan & Alexandre Schwob & Edwin Goh, 2020. "Leveraging human-robot interaction in hospitality services: Incorporating the role of perceived value, empathy, and information sharing into visitors’ intentions to use social robots," Post-Print hal-02782265, HAL.
    12. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    13. Lee, Sang M. & Trimi, Silvana, 2021. "Convergence innovation in the digital age and in the COVID-19 pandemic crisis," Journal of Business Research, Elsevier, vol. 123(C), pages 14-22.
    14. Borghi, Matteo & Mariani, Marcello M., 2022. "The role of emotions in the consumer meaning-making of interactions with social robots," Technological Forecasting and Social Change, Elsevier, vol. 182(C).
    15. Zhang, Peikang & Qin, Yiming & Liang, Huailiang & Zhou, Liping, 2023. "Robotization and labour demand in post-pandemic era: Microeconomic evidence from China," Technological Forecasting and Social Change, Elsevier, vol. 192(C).
    16. Kunsoon Park & Narang Park & Wookjae Heo, 2018. "Factors Influencing Intranet Acceptance in Restaurant Industry: Use of Technology Acceptance Model," International Business Research, Canadian Center of Science and Education, vol. 11(10), pages 1-9, October.
    17. Liu, Xing (Stella) & Yi, Xiao (Shannon) & Wan, Lisa C., 2022. "Friendly or competent? The effects of perception of robot appearance and service context on usage intention," Annals of Tourism Research, Elsevier, vol. 92(C).
    18. Kulshreshtha, Kushagra & Sharma, Gunjan, 2022. "From restaurant to cloud kitchen: Survival of the fittest during COVID-19 An empirical examination," Technological Forecasting and Social Change, Elsevier, vol. 179(C).
    19. Qian, Cheng & Zhu, Chun & Huang, Duen-Huang & Zhang, Shangfeng, 2023. "Examining the influence mechanism of artificial intelligence development on labor income share through numerical simulations," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    20. Zhang, Shangfeng & Zhu, Chun & Li, Xiujie & Yu, Xiuwen & Fang, Qi, 2022. "Sectoral heterogeneity, industrial structure transformation, and changes in total labor income share," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    21. Nicole Koenig-Lewis & Morgan Marquet & Adrian Palmer & Anita Lifen Zhao, 2015. "Enjoyment and social influence: predicting mobile payment adoption," The Service Industries Journal, Taylor & Francis Journals, vol. 35(10), pages 537-554, July.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Xu, Mo & Tao, Changqi & Zou, Xianya, 2024. "How do technology and institutional adaptability promote sustainable economic entrepreneurship and growth?," Journal of Business Research, Elsevier, vol. 172(C).
    2. Zhang, Xinchun & Sun, Murong & Liu, Jianxu & Xu, Aijia, 2024. "The nexus between industrial robot and employment in China: The effects of technology substitution and technology creation," Technological Forecasting and Social Change, Elsevier, vol. 202(C).
    3. Ali Zackery & Joseph Amankwah-Amoah & Zahra Heidari Darani & Shiva Ghasemi, 2022. "COVID-19 Research in Business and Management: A Review and Future Research Agenda," Sustainability, MDPI, vol. 14(16), pages 1-32, August.
    4. Meena, Rahul & Sarabhai, Samar, 2023. "Extrinsic and intrinsic motivators for usage continuance of hedonic mobile apps," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    5. Subhodeep Mukherjee & Manish Mohan Baral & Chittipaka Venkataiah & Surya Kant Pal & Ramji Nagariya, 2021. "Service robots are an option for contactless services due to the COVID-19 pandemic in the hotels," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 48(4), pages 445-460, December.
    6. Zhou, Zhongsheng & Li, Zhuo & Du, Shanzhong & Cao, June, 2024. "Robot adoption and enterprise R&D manipulation: Evidence from China," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    7. Khaksar, Seyed Mohammad Sadegh & Shahmehr, Fatemeh S. & Miah, Shah & Daim, Tugrul & Ozdemir, Dilek, 2024. "Privacy concerns versus personalisation benefits in social robot acceptance by employees: A paradox theory — Contingency perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    8. Guych Nuryyev & Yu-Ping Wang & Jennet Achyldurdyyeva & Bih-Shiaw Jaw & Yi-Shien Yeh & Hsien-Tang Lin & Li-Fan Wu, 2020. "Blockchain Technology Adoption Behavior and Sustainability of the Business in Tourism and Hospitality SMEs: An Empirical Study," Sustainability, MDPI, vol. 12(3), pages 1-21, February.
    9. Ivonne Angelica Castiblanco Jimenez & Laura Cristina Cepeda García & Maria Grazia Violante & Federica Marcolin & Enrico Vezzetti, 2020. "Commonly Used External TAM Variables in e-Learning, Agriculture and Virtual Reality Applications," Future Internet, MDPI, vol. 13(1), pages 1-21, December.
    10. Salvador Angosto & Jerónimo García-Fernández & Moisés Grimaldi-Puyana, 2023. "A systematic review of intention to use fitness apps (2020–2023)," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-11, December.
    11. Vishwakarma, Laxmi Pandit & Singh, Rajesh Kr & Mishra, Ruchi & Demirkol, Denizhan & Daim, Tugrul, 2024. "The adoption of social robots in service operations: A comprehensive review," Technology in Society, Elsevier, vol. 76(C).
    12. Huiyue Ye & Sunny Sun & Rob Law, 2022. "A Review of Robotic Applications in Hospitality and Tourism Research," Sustainability, MDPI, vol. 14(17), pages 1-15, August.
    13. Yao, Qi & Hu, Chao & Zhou, Wenkai, 2024. "The impact of customer privacy concerns on service robot adoption intentions: A credence/experience service typology perspective," Technological Forecasting and Social Change, Elsevier, vol. 198(C).
    14. 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.
    15. Passarelli, Mariacarmela & Bongiorno, Giuseppe & Cucino, Valentina & Cariola, Alfio, 2023. "Adopting new technologies during the crisis: An empirical analysis of agricultural sector," Technological Forecasting and Social Change, Elsevier, vol. 186(PA).
    16. Crespo, Nuno Fernandes & Crespo, Cátia Fernandes & Silva, Graça Miranda & Nicola, Maura Bedin, 2023. "Innovation in times of crisis: The relevance of digitalization and early internationalization strategies," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
    17. Lv, Xingyang & Shi, Kewei & He, Yueying & Ji, Yingchao & Lan, Tian, 2024. "My colleague is not “human”: Will working with robots make you act more indifferently?," Journal of Business Research, Elsevier, vol. 176(C).
    18. Wei, Xiahai & Jiang, Feng & Su, Yaqin, 2024. "More green, less labor gains? Green factory and labor income share in China," Energy Economics, Elsevier, vol. 133(C).
    19. Ugur, Mehmet, 2024. "Innovation, market power and the labour share: Evidence from OECD industries," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    20. de Luna, Iviane Ramos & Liébana-Cabanillas, Francisco & Sánchez-Fernández, Juan & Muñoz-Leiva, Francisco, 2019. "Mobile payment is not all the same: The adoption of mobile payment systems depending on the technology applied," Technological Forecasting and Social Change, Elsevier, vol. 146(C), pages 931-944.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:tefoso:v:199:y:2024:i:c:s0040162523007321. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.sciencedirect.com/science/journal/00401625 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.