Investigating the use experience of restaurant service robots: the cognitive–affective–behavioral framework

Abstract

This study investigates the approach behavior of the respondents by using the cognitive–affective–behavioral framework in the context of restaurant service robots. An online survey was conducted among customers who had patronage experience visiting service robot restaurants in Taiwan. A total of 230 valid samples were employed for the final analysis using the maximum likelihood estimation method. The hypothesized relationships were tested using structural equation modeling. Furthermore, a multigroup analysis based on the visit experience (frequency of visit) and generation was conducted. Cognitive components such as competence and coolness positively influence affective components such as emotions and satisfaction. Approach behavior, the behavioral outcome, is positively influenced by emotions and satisfaction. Likewise, emotions positively influence satisfaction. This study highlights the sequential relationship in terms of cognitive, affective and behavioral perspectives in the decision-making process of customers after their encounter with service robots at restaurants.