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1 – 2 of 2Seong-Soo Cha, Cheol Park and Xiaowu Wang
IThis study aims to investigate the effects of the consumption motivations of restaurant customers on their perception of the importance of experiential and functional restaurant…
Abstract
Purpose
IThis study aims to investigate the effects of the consumption motivations of restaurant customers on their perception of the importance of experiential and functional restaurant attributes.
Design/methodology/approach
A total of 330 questionnaires were issued in China (168) and Korea (162). The resulting data were analyzed using SPSS 22.0 to verify the reliability and validity of the measured variables. Structural equation modeling was used to test the hypotheses of the study.
Findings
The results showed that customers with hedonic consumption motivation were more sensitive to the experiential attributes than to the functional attributes of a restaurant. In addition, those customers with utilitarian consumption motivation were more influenced by functional attributes than by experiential attributes. However, these relationships differed between China and Korea. In China, the consumers’ hedonic motivation had a stronger relationship with functional restaurant attributes, which reflects a culture that emphasizes pragmatism.
Originality/value
This study analyzed the relationship between the motives to eat at a restaurant and the evaluation of restaurant attributes and how this differed between China and Korea, while suggesting practical implications.
Details
Keywords
This study aims to empirically test a theoretical model by defining customers’ intention to use services of restaurant robots, which are rapidly developing in Korea. The proposed…
Abstract
Purpose
This study aims to empirically test a theoretical model by defining customers’ intention to use services of restaurant robots, which are rapidly developing in Korea. The proposed model incorporates three stages: coolness, motivated consumer innovativeness (MCI) and the theory of planned behaviour.
Design/methodology/approach
A total of 420 questionnaires were issued. The results were analysed to verify the reliability and validity of the measured variables. Structural equation modelling was used to test the research hypotheses.
Findings
The results showed that hedonically motivated consumer innovativeness (hMCI) and socially motivated consumer innovativeness (sMCI) have positive effects on attitude and are enhanced by attractiveness, utility, subcultural appeal and originality. However, the relationship between MCI and attitude differed among age groups.
Practical implications
The results revealed that sensory elements of robot services improve customer attitudes towards the use of robots in restaurants. This is a key finding that restaurant marketers should consider, because non-face-to-face services are becoming increasingly important in the current COVID-19 context.
Originality/value
This study analysed the relationship between coolness, MCI and the theory of planned behaviour in the context of robot-serviced restaurants and how the relationship between MCIs and attitude differed among the young and older customers. Practical implications are suggested.
Details