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Service robots offering low-contact services are trending in the hospitality industry. Nevertheless, there is limited empirical research on consumer perspectives. Using the stimulus-organism-response (SOR) model, this study aims to investigate consumer acceptance of service robots and explores the relationships among stimuli (coolness and affinity), organisms (utilitarian and hedonic value) and responses (behavioral intention).

This study uses a purposive sampling method and conducts a questionnaire survey in restaurants with service robots in Taiwan. A total of 554 valid responses are analyzed, and confirmatory factor analysis and structural equation modeling are performed.

The findings reveal that coolness and affinity positively influence utilitarian and hedonic values, whereas utilitarian and hedonic values positively affect behavioral intention. Additionally, these values mediate how coolness and affinity impact behavioral intentions, showing that coolness more significantly influences hedonic value, while affinity has a greater effect on utilitarian value.

As a theoretical basis, the SOR model examines the relationships among stimulus, organism and response. This study comprehensively investigates the factors influencing consumer perception toward service robots, testing the applicability of this theory in the food and beverage industry and expanding its practical value. Additionally, the author introduces the “fit” concept, indicating that, for maximum effect, coolness pairs best with hedonic value and affinity with utilitarian value.

提供低接触服务的服务机器人在酒店业中越来越受欢迎。然而, 关于消费者视角的实证研究仍然有限。本研究采用刺激-有机体-反应（SOR）模型, 调查消费者对服务机器人的接受度, 并探讨刺激（酷炫度和亲和力）、有机体（实用价值和享乐价值）和反应（行为意图）之间的关系。

本研究采用目的性抽样方法, 在台湾有服务机器人的餐厅进行问卷调查。共收集到554份有效问卷, 并进行了确认性因子分析和结构方程模型分析。

研究结果表明, 酷炫度和亲和力对实用价值和享乐价值有正向影响, 而实用价值和享乐价值对行为意图有正向影响。此外, 这些价值在酷炫度和亲和力对行为意图的影响中起中介作用, 表明酷炫度对享乐价值的影响更显著, 而亲和力对实用价值的影响更大。

本研究以SOR模型为理论基础, 检验了刺激、有机体和反应之间的关系。我们全面调查了影响消费者对服务机器人感知的因素, 测试了该理论在餐饮业中的适用性, 并扩展了其实际价值。此外, 我们引入了“匹配”概念, 指出为了达到最大效果, 酷炫度最好与享乐价值搭配, 而亲和力最好与实用价值搭配。

When encountering novel technology, customers often use the term “cool” to express their thoughts; therefore, coolness has become crucial for launching service robots. However, research on the impact mechanism of “coolness” is lacking. This study explored the relationship between delight and behavioral intention regarding the coolness of service robots in the food and beverage industry while discussing the mediating roles of utilitarian and hedonic values.

Questionnaires were distributed online with links to the survey posted on restaurant discussion boards on Facebook and online community platforms such as Dcard. In total, 540 responses were deemed valid. The hypotheses were tested using the partial least squares structural equation modeling method.

The results indicate that coolness positively impacted both utilitarian and hedonic values and that both perceived values positively impacted delight. Moreover, coolness does not directly impact delight but must be mediated by perceived value to be effective.

Increasing customer perceptions of the coolness of service robots is recommended. Moreover, regarding customer revisits, utilitarian value services can delight customers more effectively than hedonic value services.

The stimulus-organism-response model was used to identify the relationships among coolness, perceived value, delight and behavioral intention. Moreover, the authors investigated the impact of coolness on utilitarian and hedonic values. These findings are significant for the development of smart restaurants and provide a critical reference for exploring service robots.

The study aims to propose an instrument for measuring product-centeredness (i.e. the extent to which comment content is related to a product) using word embedding techniques as well as explore its determinants.

The study collected branded posts from 205 Instagram influencers and empirically examined how four factors (i.e. authenticity, vividness, coolness and influencer–product congruence) influence the content of the comments on branded posts.

Post authenticity and congruence are shown to have positive effects on product-centeredness. The interaction between coolness and authenticity is also significant. The number of comments or likes on branded posts is not correlated with product-centeredness.

In social media influencer marketing, volume-based metrics such as the numbers of likes and comments have been researched and applied extensively. However, content-based metrics are urgently needed, as fans may ignore brands and focus on influencers. The proposed instrument for assessing comment content enables marketers to construct content-based metrics. Additionally, the authors' findings enhance the understanding of social media users' engagement behaviors.

The paper examines the role and significance of gastronomic manifestations in the context of destination branding, within the framework of image transfer mechanisms and the Associative Network Memory Model.

The research was conducted on a sample of 53 gastronomic events in the tourist destination of Vojvodina.

The results indicate that gastronomic manifestations image has a positive impact on the brand image and brand identity of the destination, as well as the destination's overall image. Furthermore, the study found that the food experience has a positive influence on the image of gastronomic events and the destination.

The study contributes to the advancement of research on tourist destination branding.