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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
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    References listed on IDEAS

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    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.
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