When traditional restaurants meet service robots: Consumption rituals, authenticity and brand trust

IF 8.3 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Hospitality Management Pub Date : 2026-04-01 Epub Date: 2026-01-27 DOI:10.1016/j.ijhm.2026.104579

Lulu Cheng , Xi Li , Biqiang Liu , Lili Cheng

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引用次数: 0

Abstract

As robotic technology reshapes dining experiences, few studies have explored the efficacy of service robots in traditional restaurants where consumption rituals are deeply embedded. Drawing on sense-making theory, this research aims to critically examine how service provider type (human vs. robot) interacts with consumption rituals (present vs. absent) to shape brand trust in traditional restaurants. Through three controlled experiments, the findings reveal a matching effect that human servers enhance brand trust when consumption rituals are present, whereas robot servers are more effective in non-ritualistic settings. These effects are mediated by distinct authenticity perceptions: human servers strengthen moral authenticity, while robot servers enhance food authenticity. By uncovering the nuanced sense-making process underlying human-robot interactions, this research advances knowledge by identifying authenticity as a dual-pathway mechanism in ritualistic dining contexts. Practically, this research provides insights into optimizing service automation in traditional restaurants, balancing technological innovation with cultural preservation to enhance brand trust.

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当传统餐厅遇到服务机器人：消费仪式、真实性和品牌信任

随着机器人技术重塑就餐体验，很少有研究探讨服务机器人在根深蒂固的消费仪式的传统餐馆中的功效。利用意义构建理论，本研究旨在批判性地研究服务提供者类型（人类与机器人）如何与消费仪式（在场与缺席）相互作用，以塑造传统餐馆的品牌信任。通过三个对照实验，研究结果揭示了一种匹配效应，即当消费仪式存在时，人类服务员会增强品牌信任，而机器人服务员在非仪式环境中更有效。这些影响是由不同的真实性感知介导的：人类服务员增强道德真实性，而机器人服务员增强食物真实性。通过揭示人机交互背后微妙的意义形成过程，本研究通过将真实性确定为仪式用餐环境中的双重途径机制来推进知识。在实践中，本研究提供了优化传统餐厅服务自动化，平衡技术创新与文化保护以提高品牌信任的见解。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.