Application of consumer innovativeness to the context of robotic restaurants

Abstract

Purpose The purpose of this paper is to apply the concept of consumer innovativeness to the robotic restaurants field. Design/methodology/approach A research model including 13 hypotheses is examined using a sample of 409 subjects gathered. Findings The results indicate that four underlying dimensions of consumer innovativeness have a positive effect on overall image, which, in turn, increases desire. In addition, desire aids to enhance the two dimensions of behavior intentions. Practical implications Robotic restaurant managers are required to focus more on quality experience-seeking, hedonic experience-seeking, venturesomeness and social distinctiveness using automated systems, which aid to enhance the image of robotic restaurants. Originality/value Consumer innovativeness is regarded as a significant concept in the domain of a novel technology-based product and service, but it has not been explored in the restaurant context. Thus, this study tried to apply consumer innovativeness to the robotic restaurant industry for the first time and explained how to form consumer behavioral intentions based on the concept.