Factors influencing QSR guests’ acceptance of robotic technology

Abstract

ABSTRACT A few studies that investigated the application of robotics in restaurants explored benefits such as improved financial performance and quality control. The COVID-19 pandemic magnified the significance of this topic because robotics may save labor costs, replace unfilled positions, and improve sanitation through decreased human contact. However, previous research found that human interaction and other elements are important to restaurant customers. Built upon diffusion of innovation theory and expectancy-value theory, this study examined psychological, technological, and social factors that might affect diners’ intention to use service robots in quick-service restaurants (QSR). A sample of 615 self-reported survey responses was analyzed using regression models. The results indicate that perceived benefits, ease of use, social influence, and attitude toward service robots are positively associated with usage intention. While usage intention is lower for diners who value human interactions, it is not significantly influenced by diners’ novelty-seeking tendencies. The findings enhance the restaurant literature and provide important implications for QSR operators.