Innovative robotic restaurants in Korea: merging a technology acceptance model and theory of planned behaviour

ABSTRACT

This study was designed in order to examine how to form behavioural intentions using the technology acceptance model (TAM) and the theory of planned behavior (TPB) in the context of robotic restaurants. In particular, this research proposed that perceived ease of use positively affects perceived usefulness, which thereby exerts a positive influence on attitude. In addition, subjective norm was hypothesised in order to facilitate the enhancement of attitude and personal norm. Lastly, attitude, subjective norm, perceived behavioural control, and personal norm were proposed to play important roles in the formation of behavioural intentions. The data was collected from 416 respondents in South Korea. The data analysis results showed that all the hypotheses within the model that merged the TAM and TPB were statistically supported.

KEYWORDS:

• Robotic restaurant
• technology acceptance model
• theory of planned behaviour
• personal norm
• behavioral intentions

Disclosure statement

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

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Additional information

Notes on contributors

Ja Young (Jacey) Choe

Ja Young (Jacey) Choe is an Assistant Professor in International Integrated Resort Management at University of Macau. Her research interests include hospitality management and marketing. She has published many articles in various top-tier hospitality and tourism journals.

Jinkyung Jenny Kim

Jinkyung Jenny Kim is an Assistant Professor in the School of Hotel and Tourism Management at Youngsan University, Korea. Her research interests include consumer behavior and marketing in hospitality and sustainable tourism.

Jinsoo Hwang

Jinsoo Hwang is an associate professor in the College of Hospitality and Tourism Management at Sejong University, Korea. Dr. Hwang has published in various professional journals. He specializes in hospitality and tourism marketing.