Understanding the consequences of robotic interaction quality and outcome quality: A three-phased affordance theory-based approach

ABSTRACT

Robotic interaction quality and outcome quality in restaurants are crucial in engaging customers and facilitating post-purchase behavior while few papers have examined their impact on psychological engagement and value co-creation by experienced customers. Drawing upon the affordance theory and interlinking the service-dominant logic, this study has investigated robotic interaction and outcome quality in the restaurant context using the empirical data collected from 487 respondents in China by adopting structural equation modeling to investigate the relevant impacts. The findings show that robotic interaction and outcome quality positively affect psychological engagement, whereas robotic outcome quality only positively influences value co-creation. There are positive relationships between customers’ psychological engagement, value co-creation, and intention to recommend the restaurant. We also discussed the theoretical and managerial implications.

摘要

餐厅的机器人互动质量和结果质量对于吸引顾客和促进购买后行为至关重要,而很少有论文研究它们对经验丰富的顾客的心理参与和价值共同创造的影响. 本研究借鉴可供性理论,将服务主导逻辑联系起来,利用从中国487名受访者中收集的经验数据,采用结构方程模型研究了餐厅环境中的机器人互动和结果质量. 研究结果表明,机器人的互动和结果质量对心理参与有正向影响,而机器人的结果质量只对价值共创有正向影响. 顾客的心理参与、价值共创和推荐餐厅的意愿之间存在正相关关系。我们还讨论了其理论和管理意义.

KEYWORDS:

• Robotic interaction quality
• robotic outcome quality
• affordance theory
• psychological engagement
• value co-creation
• intention to recommend

Disclosure statement

No potential conflict of interest was reported by the author(s).