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Abstract
People worldwide are experiencing increasingly complex social issues, and ways of life are changing. This study analyzes the relationship between contact-free service value, personal and social norms, and customers’ behavioral intentions for sustainable restaurant businesses, demonstrating a direct association of the value and extended norm theory. Structural equation model analysis was performed to verify causality between variables; multi-group analysis was performed to confirm the moderating effects of menu price using AMOS; and frequency analysis, descriptive statistical analysis, and reliability analysis were performed using SPSS. The data were collected from Koreans aged 18 years and above (310 responses). The results revealed that contact-free service value positively affects personal norms, and personal norms positively affect behavioral intentions. In addition, social norms positively affect personal norms and behavioral intentions. In particular, it was found that social norms greatly influence personal norms. Finally, the menu price moderated the relationship between social and personal norms. These results present a variety of academic and practical implications, and this is especially meaningful for analyzing the association between contact-free service value and norm theory in the food service industry.
Highlights
We live in the era of the Fourth Industrial Revolution, wherein various data, artificial intelligence technology, and physical objects are interconnected [1]
Results revealed that contact-free service value positively affected personal norms (β = 0.198 ***, p < 0.000), which confirmed Hypothesis 1 (H1)
The results revealed the moderating effect of menu price on the relationship between social norms and personal norms; H5c was confirmed
Summary
We live in the era of the Fourth Industrial Revolution, wherein various data, artificial intelligence technology, and physical objects are interconnected [1]. In dealing with various social and global crises such as the COVID-19 pandemic and rising labor costs, everyday life has changed and people have adapted, assimilating the core values of digitalization and sustainability [2] One such adaptation is the emergence of contact-free services, wherein there is no physical contact between employees and customers, for example kiosks, service robots, and Siren Orders [3]. These services are useful in various fields such as restaurants, cafes, multiplex shopping malls, hospitals, and theaters [3]. US companies have forecasted that AI service usage will increase to approximately 60% by
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