Service Robots in Casual-dining and Fine-dining Restaurants: The Influence of Anthropomorphism on Consumer Perceptions

Abstract

Service robots equipped with artificial intelligence are continuously advancing in both appearance and functionality. With these ongoing developments, there is a growing necessity to investigate consumer perceptions of service robots' anthropomorphism and functions within the food service industry using an optimal framework model. This study examines trust, perceived risk, and acceptance intentions concerning service robots based on their level of anthropomorphism in casual dining and fine dining restaurants. A one-way analysis of variance was conducted to assess differences in trust and perceived risk among service robots with varying levels of anthropomorphism (low, medium, and high). Additionally, multiple regression analysis was employed to explore the impact of trust and perceived risk on the intention to accept service robots. The findings revealed that trust in robots and perceived risk varied significantly between casual dining and fine dining establishments, contingent on the anthropomorphism level of the service robot. In line with human-robot interaction theory, this study delineates consumer perceptions regarding the utilization of restaurant service robots, taking into account the level of anthropomorphism. Moreover, it expands the framework concerning service robots by integrating restaurant consumers' trust, perceived risk, and acceptance intentions towards these robots. This research underscores the importance of considering human-robot interaction and addressing consumers' preferences, benefits, and safety in the deployment of service robots within the restaurant industry. It also offers practical implications for stakeholders in the restaurant service robot sector.