An Entrepreneurial Business of the Beary-x AMR Robots: Antecedents of Factors Affecting Customer Purchase Intention

This study investigates the antecedents of customer purchase intention toward the Beary-X Autonomous Mobile Robots (AMRs) developed by TESR.Specifically, it examines the impact of three key factors: electronic word-of-mouth (eWOM), product quality, and personal innovativeness.A structured quantitative survey was conducted with 427 respondents who expressed interest in robotics technologies.The data were analyzed using Multiple Linear Regression (MLR) to evaluate the influence of each independent variable on purchase intention.The results reveal that all three dimensions of eWOM quality, quantity, and credibility significantly enhance purchase intention.Among product quality dimensions, performance, aesthetics, and special features show strong positive effects, while durability reveals a surprising negative relationship.Personal innovativeness also plays a crucial role, indicating that consumers with a higher propensity to adopt new technologies are more likely to purchase AMRs.These findings contribute to the theoretical understanding of technology adoption behavior in the robotics industry and offer practical implications for marketers and product developers.Businesses can improve purchase intention by boosting eWOM strategies, refining key product attributes, and targeting innovation-oriented consumers.