Examining how coolness of service robots influences customers' delight: mediating role of perceived values

被引:4
作者
Wu, Jia-Jhou [1 ]
Chang, Sue-Ting [2 ]
Lin, Yung-Ping [3 ]
Lin, Tom M. Y. [3 ]
机构
[1] Natl Taipei Univ Business, Dept Business Adm, Taipei, Taiwan
[2] Natl Taichung Univ Sci & Technol, Dept Business Adm, Taichung, Taiwan
[3] Natl Taiwan Univ Sci & Technol, Dept Business Adm, Taipei, Taiwan
关键词
Coolness; Utilitarian value; Hedonic value; Delight; Behavioral intention; BEHAVIORAL INTENTIONS; PLS-SEM; RESTAURANT; SATISFACTION; UTILITARIAN; LOYALTY; IMPACT; ACCEPTANCE; EXPERIENCE; ADOPTION;
D O I
10.1108/JHTI-02-2023-0069
中图分类号
F [经济];
学科分类号
02 ;
摘要
PurposeWhen encountering novel technology, customers often use the term "cool" to express their thoughts; therefore, coolness has become crucial for launching service robots. However, research on the impact mechanism of "coolness" is lacking. This study explored the relationship between delight and behavioral intention regarding the coolness of service robots in the food and beverage industry while discussing the mediating roles of utilitarian and hedonic values.Design/methodology/approachQuestionnaires were distributed online with links to the survey posted on restaurant discussion boards on Facebook and online community platforms such as Dcard. In total, 540 responses were deemed valid. The hypotheses were tested using the partial least squares structural equation modeling method.FindingsThe results indicate that coolness positively impacted both utilitarian and hedonic values and that both perceived values positively impacted delight. Moreover, coolness does not directly impact delight but must be mediated by perceived value to be effective.Practical implicationsIncreasing customer perceptions of the coolness of service robots is recommended. Moreover, regarding customer revisits, utilitarian value services can delight customers more effectively than hedonic value services.Originality/valueThe stimulus-organism-response model was used to identify the relationships among coolness, perceived value, delight and behavioral intention. Moreover, the authors investigated the impact of coolness on utilitarian and hedonic values. These findings are significant for the development of smart restaurants and provide a critical reference for exploring service robots.
引用
收藏
页码:2624 / 2642
页数:19
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