로봇 레스토랑의 지각된 위험에 관한 연구: 구전 의도와 인구통계학적 특성을 중심으로

Abstract

Considering the fact that the robot services are attracting attention due to their efficiency and untact advantages, this study focused on the perceived risk theory in understanding the acceptance of robot restaurants by consumers in the foodservice industry. Therefore, this study tried to examine perceived risk factors in the context of robotic restaurants. More specifically, this study investigated how five sub-dimensions of perceived risk (i.e. privacy, financial, time, performance, and psychological) affect word-of-mouth intentions. In addition, this study examined how the five sub-dimensions of perceived risk differed based on the respondents’ demographic factors. Through an online survey company, 427 responses were collected and used for analysis. The results of the data analysis showed that four dimensions of perceived risk (i.e. psychological, time, privacy, and performance) significantly affect word-of-mouth intentions. In addition, differences in psychological risk were found in gender, and differences in privacy risk were found in age.