How emotions affect restaurant digital ordering experiences: a comparison of three ordering methods
Journal of Hospitality and Tourism Technology
Article publication date: 18 June 2021
Issue publication date: 5 August 2021
The purpose of this study is to examine the role of consumption emotion in the digital food-ordering experience by comparing the performances of the three digital ordering methods in an experimental design.
A research model was developed based on the Feelings-as-Information (FaI) theory and the expectancy-disconfirmation theory. A 3 × 2 between-subjects lab experiment was conducted to compare the three digital ordering methods (online, mobile or chatbot) in two different types of restaurants (quick-service or full-service).
The results indicate that the chatbot ordering method evoked more negative emotions and less positive emotions than the other two methods. The online ordering method worked the best for quick-service restaurants, whereas the mobile ordering method was most suitable for full-service restaurants. Both positive and negative emotions (comfort and annoyance) significantly mediated the relationships between the ordering method and internal responses (satisfaction and behavioral intention). Only one negative emotion (anger) significantly mediated the relationship between the ordering method and order amount.
This is the first study that attempts to explore and compare consumers’ emotional responses resulting from restaurant digital ordering experiences in the context of the three food-ordering methods. The use of the FaI theory strengthens the theoretical foundation of research on emotion in the hospitality field. This study also pioneers the application of chatbot technology in the restaurant industry.
研究结果表明, 聊天机器人点菜方式相比较其他两种方式, 将带来更多负面情绪和较少的正面情绪。在线点菜方式最适用于快餐类型的饭店, 手机点菜方式最适合全服务餐厅。正面和负面情绪（舒服和烦恼）都对点菜方式和情绪反应（满意度和行为意图）之间的关系起到中介作用。只有一种负面情绪（愤怒）对在线方式和点菜量之间存在显著的中介作用。
This research was supported by 2018 FSMEC (Foodservice Systems Management Education Council) Research Grant.
Leung, X.Y. and Wen, H. (2021), "How emotions affect restaurant digital ordering experiences: a comparison of three ordering methods", Journal of Hospitality and Tourism Technology, Vol. 12 No. 3, pp. 439-453. https://doi.org/10.1108/JHTT-05-2020-0117
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