IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i1p450-d715984.html
   My bibliography  Save this article

How Does Experiential Value toward Robot Barista Service Affect Emotions, Storytelling, and Behavioral Intention in the Context of COVID-19?

Author

Listed:
  • Se-Ran Yoo

    (Graduate School, Kyung Hee University, Seoul 02447, Korea)

  • Seon-Hee Kim

    (Department of Tourism Management, Gachon University, Seongnam 13120, Korea)

  • Hyeon-Mo Jeon

    (Department of Hotel, Tourism, and Foodservice Management, Dongguk University-Gyeongju, Gyeongju 38066, Korea)

Abstract

This study aims to examine the antecedents of storytelling and intention to a behavioral robot barista coffee shop (RBCS) by exploring experiential values and emotions. For the analysis, a set of hypotheses was developed and tested based on data collected from 300 customers who had visited a RBCS in South Korea. In the verification, the atmosphere showed the greatest influence on positive emotion, followed by consumer return on investment (CROI). These results mean that atmosphere, CROI, and escapism are important to induce positive emotion and behavioral intention for robot barista coffee shop. This is the first study to examine consumers’ experiential value regarding non-face-to-face robot service in the food service industry. This design is different from previous experiential value studies on human services in the hospitality industry. By integrating artificial intelligence and digital innovation into food service, this study broadens the scope of research in consumer behavior, making a significant theoretical contribution to the literature. Furthermore, this study proposes practical implications for sustainable coffee shop management in a COVID-19 environment.

Suggested Citation

  • Se-Ran Yoo & Seon-Hee Kim & Hyeon-Mo Jeon, 2022. "How Does Experiential Value toward Robot Barista Service Affect Emotions, Storytelling, and Behavioral Intention in the Context of COVID-19?," Sustainability, MDPI, vol. 14(1), pages 1-14, January.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:1:p:450-:d:715984
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/1/450/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/1/450/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Zoirova Shokhsanam & Young-joo Ahn, 2021. "Employee Service Quality at Uzbekistani Halal Restaurants Amid the COVID-19 Pandemic," Sustainability, MDPI, vol. 13(10), pages 1-14, May.
    2. Jimin Shim & Joonho Moon & Myungkeun Song & Won Seok Lee, 2021. "Antecedents of Purchase Intention at Starbucks in the Context of Covid-19 Pandemic," Sustainability, MDPI, vol. 13(4), pages 1-14, February.
    3. Arlindo Madeira & Teresa Palrão & Alexandra Sofia Mendes, 2020. "The Impact of Pandemic Crisis on the Restaurant Business," Sustainability, MDPI, vol. 13(1), pages 1-13, December.
    4. Hye Jin Sung & Hyeon Mo Jeon, 2020. "Untact: Customer’s Acceptance Intention toward Robot Barista in Coffee Shop," Sustainability, MDPI, vol. 12(20), pages 1-16, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ju-Hee Ko & Hee-Seog Kang & Jung-Woon Seo, 2023. "Experiential Value, Overall Image, Revisit Intention, and Willingness to Pay a Premium in the Context of Environmentally Certified Hotel Restaurants: The Moderating Effect of Environmental Consciousne," Sustainability, MDPI, vol. 15(17), pages 1-16, August.

    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. Young Joong Kim & Jung Sook Park & Hyeon Mo Jeon, 2021. "Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation," Sustainability, MDPI, vol. 13(21), pages 1-16, October.
    2. Wang, Xueqin & Wong, Yiik Diew & Sun, Shanshan & Yuen, Kum Fai, 2022. "An investigation of self-service technology usage during the COVID-19 pandemic: The changing perceptions of ‘self’ and technologies," Technology in Society, Elsevier, vol. 70(C).
    3. Jaepil Yoo, 2021. "The Structural Relationship between Service Quality and Sustainable Use Intention of Voice Search Technology in Korea," Sustainability, MDPI, vol. 13(24), pages 1-20, December.
    4. Conceição Gomes & Cátia Malheiros & Filipa Campos & Luís Lima Santos, 2022. "COVID-19’s Impact on the Restaurant Industry," Sustainability, MDPI, vol. 14(18), pages 1-21, September.
    5. Seon Hee Kim & Se Ran Yoo & Hyeon Mo Jeon, 2022. "The role of experiential value, novelty, and satisfaction in robot barista coffee shop in South Korea: COVID-19 crisis and beyond," Service Business, Springer;Pan-Pacific Business Association, vol. 16(3), pages 771-790, September.
    6. Kim, Hyojung & Park, Minjung, 2024. "When digital celebrity talks to you: How human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    7. João Coelho Soares & Ricardo Limongi & João Henriques De Sousa Júnior & Weverson Soares Santos & Michele Raasch & Lenoir Hoeckesfeld, 2023. "Assessing the effects of COVID-19-related risk on online shopping behavior," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 82-94, March.
    8. Vilaz, Caryl F. & Sy, Melecio Jr. A., 2023. "The Mediating Effect of Leadership Style on the Relationship between Green Practices and Business Sustainability of Restaurants: A Triple Bottom Line Theory," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(12), pages 1861-1876, December.
    9. Yunho Ji & Won Seok Lee & Joonho Moon, 2023. "Café Food Safety and Its Impacts on Intention to Reuse and Switch Cafés during the COVID-19 Pandemic: The Case of Starbucks," IJERPH, MDPI, vol. 20(3), pages 1-11, February.
    10. Tianyang Huang, 2022. "What Affects the Acceptance and Use of Hotel Service Robots by Elderly Customers?," Sustainability, MDPI, vol. 14(23), pages 1-17, December.
    11. Huete-Alcocer, Nuria & Hernandez-Rojas, Ricardo David, 2022. "Do SARS-CoV-2 safety measures affect visitors experience of traditional gastronomy, destination image and loyalty to a World Heritage City?," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    12. Tinggui Chen & Hui Wang, 2022. "Consumers' purchase intention of wild freshwater fish during the COVID‐19 pandemic," Agribusiness, John Wiley & Sons, Ltd., vol. 38(4), pages 832-849, October.
    13. Jun-Ho Bae & Hyeon-Mo Jeon, 2022. "Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(18), pages 1-16, September.
    14. Juliana Pires Pinto & Cláudia Miranda Veloso & Bruno Barbosa Sousa & Marco Valeri & Cicero Eduardo Walter & Eunice Lopes, 2022. "Managerial Practices and (Post) Pandemic Consumption of Private Labels: Online and Offline Retail Perspective in a Portuguese Context," Sustainability, MDPI, vol. 14(17), pages 1-13, August.
    15. Heather Markham Kim & Kisang Ryu, 2021. "Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops," Sustainability, MDPI, vol. 13(20), pages 1-15, October.
    16. Dong-Shang Chang & Wei-De Wu, 2021. "Impact of the COVID-19 Pandemic on the Tourism Industry: Applying TRIZ and DEMATEL to Construct a Decision-Making Model," Sustainability, MDPI, vol. 13(14), pages 1-28, July.
    17. Manuel Bagcat & Melecio A. Sy Jr., 2023. "Entrepreneurial Experiences on Food Business Recovery amidst the Pandemic: A Transcendental Phenomenology," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(12), pages 217-232, December.
    18. Maria de Fátima Brilhante & Maria Luísa Rocha, 2022. "COVID-19 Impact on the Tourism Accommodation and Restaurant Sectors of São Miguel (Azores)," Sustainability, MDPI, vol. 15(1), pages 1-23, December.
    19. Thi Mai Anh Nguyen & Thi Hue Nguyen & Hieu Hoc Le, 2022. "Online Shopping in Relationship with Perception, Attitude, and Subjective Norm during COVID-19 Outbreak: The Case of Vietnam," Sustainability, MDPI, vol. 14(22), pages 1-11, November.
    20. Chong Li & Yingqi Li, 2023. "Factors Influencing Public Risk Perception of Emerging Technologies: A Meta-Analysis," Sustainability, MDPI, vol. 15(5), pages 1-37, February.

    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:gam:jsusta:v:14:y:2022:i:1:p:450-:d:715984. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.