Indian customers’ acceptance of service robots in restaurant services

ABSTRACT

The present study attempts to develop and empirically test a theoretical model of service robot use acceptance (SRUA) that intends to explain Indian customers’ willingness to accept the use of service robots in restaurant services by modifying the Artificially Intelligent (AI) Device Use Acceptance (AIDUA) model. The proposed model is grounded on the Cognitive Appraisal Theory, Unified Theory of Acceptance and Use of Technology (UTAUT) and Human–Robot Interaction (HRI) literature. The data collected through a survey generated 419 usable customer responses that were used to empirically test the proposed model using Structural Equation Modeling (SEM). Findings indicate that customers go through a three-stage process, which includes primary appraisal stage, secondary appraisal stage and the outcome stage, in determining their willingness to accept the use of service robots in restaurants. The results of the study also indicate significant moderating effects of customers’ gender and previous experience with service robots in the proposed model. By providing an understanding about customers’ perception towards service robots in Indian restaurant settings, the study is expected to serve as a base for successful diffusion of service robots to create positive dining experiences within the restaurant settings in India and other developing nations with similar cultural orientations.

KEYWORDS:

• Service robot
• restaurant
• artificial intelligence
• technology adoption
• India

Disclosure statement

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