Technological change in the context of robotic coffee shops: focusing on consumer innovativeness

Abstract

Purpose The purpose of this study examined the effect of the eight dimensions of consumer innovativeness on brand satisfaction. In addition, this study investigated how brand satisfaction affects brand preference and brand loyalty. Lastly, how brand preference plays to form brand loyalty was also explored. Design/methodology/approach A survey was conducted via an online platform with the participants using an online firm in South Korea to evaluate the proposed research model. The data was collected from 326 people who used a coffee shop where robots provide the services. Findings The data analysis results indicated that the five dimensions of consumer innovativeness, which include novelty seeking, openness, quality experience seeking, hedonic experience seeking and social distinctiveness, aid to enhance brand satisfaction. Furthermore, it was discovered that brand satisfaction plays an important role with the formation of brand preference and brand loyalty. Originality/value There are few studies which focus how coffee consumers assess the value of a coffee brand. Thus, it would be meaningful to examine what impacts of consumer innovativeness exist in regards to robotic barista services that are related to brand satisfaction, brand preference and brand loyalty.