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배소혜,박하나,강승래,한상호 한국외식산업학회 2023 한국외식산업학회지 Vol.19 No.6
This study investigates the impact of customers' usage motivation to use serving robots on their attitudes and intention to revisit restaurants. Conducted from December 9 to December 23, 2022, the research targeted adults aged 20 and above who had experienced serving robots in domestic restaurants. 280 responses, excluding 27 unreliable ones out of the 307 collected, were used for the final analysis. The analysis was conducted using JAMOVI 2.3.21 and SmartPLS 4.0. Based on the research results, customers of restaurants that used serving robots had a positive attitude when they perceived performance expectancy, social influence, facilitating conditions, and hedonic motivation. On the other hand, effort expectancy had a non-significant impact on attitude. Lastly, the attitude toward serving robots in restaurants significantly influenced customers' intention to revisit. This research aims to provide fundamental information for strategic planning within the hospitality sector, particularly in the restaurant industry, in response to the identified necessity for readiness in adopting restaurant robot services.