What benefits do consumers expect from a robotic golf caddy? The moderating role of golf involvement

Abstract

ABSTRACT The research related to robotic golf caddies is insufficient despite the fact that the importance of robotic golf caddies is drawing a significant amount of attention. The study tried for the first time to apply the concept of expected benefits to the context of robotic golf caddies. This study collected data from 399 golfers in South Korea to test the proposed model including 13 hypotheses. Data analysis results revealed that all five dimensions of expected benefits have a positive influence on image. In addition, it was found that image was a critical predict of desire, whereas desire has a negative effect on intentions to switch. Lastly golf involvement played a moderating role in the relationship between (1) compatibility and image and (2) convenience and image.