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This study aims to examine the differences among memorable brand experience, brand preference and behavioral intentions based on the type of service providers, such as robot servers and human servers. In addition, this study investigated the relationships among the four concepts.

The data was collected from 296 customers who experienced robot servers and from 307 customers who experienced human servers.

The data analysis results indicated that there was a statistical difference with the mean value of the five concepts according to the type of employee. The results also revealed that memorable brand experience has a positive influence on brand preference, which in turn positively influences intentions to use, word-of-mouth and willingness to pay more.

This study attempted to find the difference between robot servers and human servers in memorable brand experience, brand preference and behavioral intentions in the restaurant industry for the first time.

本研究旨在根据服务提供商的类型（例如机器人服务员和人工服务员）检查令人难忘的品牌体验、品牌偏好和行为意图之间的差异。 此外, 本研究调查了四个概念之间的关系。

数据收集自 296 名体验过机器人服务器的客户和 307 名体验过人工服务器的客户。

数据分析结果表明, 根据员工类型, 五个概念的平均值存在统计差异。 结果还表明, 难忘的品牌体验对品牌偏好有积极影响, 进而对使用意向、口碑和支付更多的意愿产生积极影响。

这项研究首次试图找出机器人服务员和人工服务员在餐饮业令人难忘的品牌体验、品牌偏好和行为意图方面的差异。

Robot chefs and robot waiters have emerged in the restaurant industry. Based on the curiosity theory and the stimulus–organism–response paradigm, this study aims to understand the influence of robot restaurant attributes on customer behavioral intention before purchase.

Based on research data from 289 respondents comprising undergraduates, postgraduates and non-students in China, the theoretical model is tested via the partial least squares technique.

Food quality perception directly affects regular patronage intention, but it has no significant influence on experience intention. Service quality perception and high-tech atmosphere perception positively affect experience intention and regular patronage intention through the mediator of interest in robot restaurants.

Different from previous studies focusing on human employee restaurants, this study, to the best of the authors’ knowledge, is the first to systematically investigate the influence of robot restaurant attributes on customer behavioral intention, and it finds that these attributes have their own uniqueness vis-à-vis influencing customer behavioral intention.

机器人厨师和机器人服务员已经出现在餐饮业。基于好奇心理论和刺激-有机体-反应模型, 本研究旨在了解机器人餐厅属性对顾客购买前行为意向的影响。

基于来自中国289名本科生、研究生和非学生的研究数据, 通过偏最小二乘法对理论模型进行了检验。

食品质量感知直接影响常客意愿, 但对体验意愿没有显着影响。服务质量感知和高科技氛围感知通过对机器人餐厅的兴趣作为中介变量正向影响体验意愿和常客意愿。

与以往专注于人类员工餐厅的研究不同, 本研究首次系统地研究了机器人餐厅属性对顾客行为意图的影响, 并发现这些属性在影响顾客行为意图方面具有其独特性。

机器人餐厅, 体验意向, 惠顾意向, 食物品质, 服务质量, 氛围

研究型论文

The purpose of this paper is to investigate travellers’ behaviour and examine their reactions to high-tech hotels offering robotic services to customers.

Data were gathered from user-generated content within the context of a qualitative research method by analysing the online narratives of travellers at TripAdvisor who visited robotic hotels. Data analysis was realised through content analysis, which revealed various themes and categories of traveller behaviour and reactions to technology.

Results show that robotic services significantly improve the quality of service offered to travellers, while positively affecting travellers’ intention to revisit robotic hotels within the context of customer engagement behaviours.

The results of the present research reveal that the introduction of new technologies in the service industry, such as the robotic butler, can have considerable effects on guest behaviour and attitudes. This field has emerged as a new sub-dimension of customer engagement.

The use of robots will most likely enhance experiences through interaction between customers and robots. Additionally, in cases where social distancing is required, the use of robots in the hospitality and tourism industry may increase the mobility of people wishing to travel by applying social distancing through use of robots in services.

The study contributes to the extant literature by identifying the concept of adoption as a sub-dimension deriving from human–robot interaction, thus generating the novelty of the research.

本论文旨在研究游客行为以及检验其对高科技酒店提供机器人服务给客人的反应。

本论文采用定性分析手段, 采集样本为TripAdvisor游客光顾机器人酒店的在线叙述文本, 即用户生成内容（UGC）。本论文采用文本分析法, 以确定多种游客行为和对科技的反应等多个主题和范畴。

研究结果表明, 机器人服务大大提高游客服务质量, 同时也积极影响游客再光顾机器人酒店的意向, 在顾客参与行为（CEBs）的研究背景下。

本论文研究结果表明, 服务产业的新科技引用, 比如机器人服务员, 能够对顾客行为和态度产生显著的影响。这一研究领域作为顾客参与（CE）的新维度正在兴起。

新技术的引用将提高顾客的服务质量, 从而促成顾客的价值共创。此外, 还可以帮助消除游客对受到健康相关危机影响的担忧; 从业人员应该考虑在其公司、企业、或者机构中采用机器人服务。

机器人的使用将很有可能通过机器人与顾客的交互而提高顾客体验。此外, 在被要求社交隔离的情况下, 在酒店和旅游业中使用机器人将增加人们旅游的流动性。

本论文补充了现有文献, 确立了机器人接纳作为人机交互的第二维度, 从而证实了本文的新颖性。