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The purpose of this study examined the effect of the eight dimensions of consumer innovativeness on brand satisfaction. In addition, this study investigated how brand satisfaction affects brand preference and brand loyalty. Lastly, how brand preference plays to form brand loyalty was also explored.

A survey was conducted via an online platform with the participants using an online firm in South Korea to evaluate the proposed research model. The data was collected from 326 people who used a coffee shop where robots provide the services.

The data analysis results indicated that the five dimensions of consumer innovativeness, which include novelty seeking, openness, quality experience seeking, hedonic experience seeking and social distinctiveness, aid to enhance brand satisfaction. Furthermore, it was discovered that brand satisfaction plays an important role with the formation of brand preference and brand loyalty.

There are few studies which focus how coffee consumers assess the value of a coffee brand. Thus, it would be meaningful to examine what impacts of consumer innovativeness exist in regards to robotic barista services that are related to brand satisfaction, brand preference and brand loyalty.

本研究考察了消费者创新性的八个维度对品牌满意度的影响。此外, 本研究还调查了品牌满意度如何影响品牌偏好和品牌忠诚度。最后, 还探讨了品牌偏好在形成品牌忠诚度方面的作用。

本研究通过在线平台在韩国进行了一项调查, 参与者使用一家提供机器人服务的咖啡店进行评估。数据收集自326名在该咖啡店使用服务的顾客。

数据分析结果表明, 包括新奇寻求、开放性、品质体验寻求、享乐体验寻求和社交独特性在内的五个消费者创新性维度有助于提高品牌满意度。此外, 品牌满意度在品牌偏好和品牌忠诚度的形成中起着重要作用。

目前很少有研究关注咖啡消费者如何评估咖啡品牌的价值。因此, 对于与品牌满意度、品牌偏好和品牌忠诚度相关的机器人咖啡师服务消费者创新性影响的研究具有重要意义。

This study examined the effect of brand modernity on brand love. In addition, this study investigated how brand love affects behavioral intentions including intentions to use, word-of-mouth and willingness to pay more. Lastly, this study explored the differences between robot servers and human servers in the five concepts mentioned above.

Data were collected from 300 people who experienced robot servers and from 318 people who experienced human servers.

The results of data analysis revealed that brand modernity has a positive influence on brand love, which in turn positively affects intentions to use, word-of-mouth and willingness to pay more. Additionally, it was found that there were statistical differences with the mean value of the five concepts based on the type of employee, such as robot servers and human servers.

Unlike prior research, the difference between robot servers and human servers was investigated by focusing more on the brand in this study, and such findings can be considered as important theoretical implications of this study.