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Robotic Restaurant Marketing Strategies in the Era of the Fourth Industrial Revolution: Focusing on Perceived Innovativeness

Author

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  • Jinsoo Hwang

    (The College of Hospitality and Tourism Management, Sejong University, 98 Gunja-Dong, Gwanjin-Gu, Seoul 143-747, Korea)

  • Kwang-Woo Lee

    (Department of Tourism Management, College of Economics and Business Administration, Daegu University, Daegu, Kyungsansi, Kyungsangbukdo 38453, Korea)

  • Dohyung Kim

    (Seoulland F&B, 181, Gwangmyeong-ro, Gwacheon-si, Gyeonggi-do 13829, Korea)

  • Insin Kim

    (Department of Tourism and Convention, Pusan National University, Busan 43241, Korea)

Abstract

Although innovative robotic technology plays an important role in the restaurant industry, there is not much research on it. Thus, this study tried to identify how to form behavioral intentions using the concept of perceived innovativeness in the context of robotic restaurants for the first time. A research model comprising 12 hypotheses is evaluated using structural equation modeling based on a sample of 418 subjects in South Korea. The data analysis results show that perceived innovativeness is an important predictor of the customers’ attitude, which in turn has a significant effect on desire. In addition, desire exerts a positive influence on intentions to use and willingness to pay more. Lastly, perceived risk moderates the relationships between (1) desire and intentions to use and (2) desire and willingness to pay more. Based on the above statistical results, important theoretical and managerial implications are presented.

Suggested Citation

  • Jinsoo Hwang & Kwang-Woo Lee & Dohyung Kim & Insin Kim, 2020. "Robotic Restaurant Marketing Strategies in the Era of the Fourth Industrial Revolution: Focusing on Perceived Innovativeness," Sustainability, MDPI, vol. 12(21), pages 1-18, November.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:21:p:9165-:d:439881
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    Cited by:

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    3. Sooyoung Choi & Alisa Kazakova & Kijung Choi & Yong-Seok Choi & Insin Kim, 2023. "Effects of Residents’ Empowerment on Citizenship Behavior and Support for Convention Development: Moderation of Innovativeness," Sustainability, MDPI, vol. 15(18), pages 1-14, September.
    4. Yingjie Lai & Chaemoon Yoo & Xiaomin Zhou & Younghwan Pan, 2023. "Elements of Food Service Design for Low-Carbon Tourism-Based on Dine-In Tourist Behavior and Attitudes in China," Sustainability, MDPI, vol. 15(9), pages 1-21, May.
    5. 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.

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