Effects of robot restaurants’ food quality, service quality and high-tech atmosphere perception on customers’ behavioral intentions

Abstract

Purpose Robot chefs and robot waiters have emerged in the restaurant industry. Based on the curiosity theory and the stimulus–organism–response paradigm, this study aims to understand the influence of robot restaurant attributes on customer behavioral intention before purchase. Design/methodology/approach Based on research data from 289 respondents comprising undergraduates, postgraduates and non-students in China, the theoretical model is tested via the partial least squares technique. Findings Food quality perception directly affects regular patronage intention, but it has no significant influence on experience intention. Service quality perception and high-tech atmosphere perception positively affect experience intention and regular patronage intention through the mediator of interest in robot restaurants. Originality/value Different from previous studies focusing on human employee restaurants, this study, to the best of the authors’ knowledge, is the first to systematically investigate the influence of robot restaurant attributes on customer behavioral intention, and it finds that these attributes have their own uniqueness vis-à-vis influencing customer behavioral intention.