You don't have to tip the human waiters anymore, but... Unveiling factors that influence consumers' willingness to pay a price premium for robotic restaurants
International Journal of Contemporary Hospitality Management
; : 35, 2022.
Article
in English
| Web of Science | ID: covidwho-1868462
ABSTRACT
Purpose - This study aims to simultaneously examine the influence of demographic. psychographic and situational factors on consumers' willingness to pay a price premium (WTPp) for robotic restaurants and to profile market segments based on consumers WTPp levels (positive, neutral and negative). Design/methodology/approach - Using an online survey, the data were gathered from a sample of 897 Thai consumers who had dined at a robotic restaurant in the past 12 months. Structural equation modeling, chi-square tests and the one-way analysis of variance were used for data analysis. Findings - Demographic (gender, age, income and marital status), psychographic (perceived advantages/disadvantages, personal innovativens and personality traits) and situational factors (perceived health risk and self-protection behavior) significantly influence consumers' WTPp for robotic restaurants. The positive price premium group differs significantly from the neutral and negative price premium groups in terms of demographic, psychographic and situational profiles. Practical implications - The findings of this study help restaurateurs target the correct customers and set up appropriate price fences to safeguard profits and maximize return on investment. Originality/value - This study contributes to the literature on technology-based services and hospitality by heeding the calls made by lvanov and Webster (2021) and providing much-nwded empirical evidence of possible changes in consumers' WTPp for robot-delivered services in restaurants due to COVID-19.
Service robot; Robotic restaurant; Willingness to pay; Demographic; Personal characteristics; COVID-19; protection motivation theory; behavioral intentions; moderating role; innovativeness; risk; attitudes; variables; covid-19; psychographics; consequences; Social Sciences - Other Topics; Business & Economics
Full text:
Available
Collection:
Databases of international organizations
Database:
Web of Science
Language:
English
Journal:
International Journal of Contemporary Hospitality Management
Year:
2022
Document Type:
Article
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