Robot with humanoid hands cooks food better? Effect of robotic chef anthropomorphism on food quality prediction

Abstract

Purpose

Robotic chefs are starting to replace human chefs in restaurant industry. Whether customers have a good food quality prediction may have an important effect on their patronage decision. Based on the stereotype content model, the purpose of this paper is to investigate the impact of robotic chef anthropomorphism on food quality prediction through warmth and competence.

Design/methodology/approach

An empirical analysis was done to test the theoretical model by using the SmartPLS software. A nonhuman-like robotic chef and a robotic chef with humanoid hands were used as background materials in the questionnaire. The effective sample was 221.

Findings

Robotic chef anthropomorphism affects food quality prediction through the sequential mediators of warmth and competence. Age is a significant control variable.

Research limitations/implications

Robotic chef anthropomorphism positively affects food quality prediction. The halo effect of warmth perception on competence perception should be considered in the context of robot anthropomorphism.

Practical implications

Restaurants which feature robotic chefs should use robotic chefs with anthropomorphic designs and promote the anthropomorphic elements of robotic chefs in advertisements.

Social implications

The anthropomorphic design of robot chefs will facilitate the development of artificial intelligence in restaurants in the future.

Originality/value

To the best of the authors’ knowledge, this paper is one of the first to focus on how robotic chef anthropomorphism affects food quality prediction and reveals the roles of warmth and competence in the influence of robotic chef anthropomorphism on food quality prediction.

Citation

Zhu, D.H. and Chang, Y.P. (2020), "Robot with humanoid hands cooks food better? Effect of robotic chef anthropomorphism on food quality prediction", International Journal of Contemporary Hospitality Management, Vol. 32 No. 3, pp. 1367-1383. https://doi.org/10.1108/IJCHM-10-2019-0904