Technology or Service Experience? Exploring Consumer Intention Behavior in RSA Restaurants

ABSTRACT The integration of robotics and service automation (RSA) in the restaurant industry represents a transformative shift in service delivery, influencing consumer behavior and service experiences. This study examines the factors affecting consumer adoption of RSA technologies through two complementary studies. Study #1 employs the technology acceptance model and the unified theory of acceptance and use of technology to assess key determinants such as perceived usefulness, ease of use, enjoyment, and technology appropriateness in shaping behavioral intentions toward RSA. Study #2 extends this analysis by evaluating how service quality, satisfaction, and perceived value influence consumer revisit and recommendation intentions in restaurants utilizing RSA. Findings indicate that perceived ease of use and enjoyment significantly impact RSA adoption, while service quality and satisfaction drive postexperience behaviors. These insights contribute to the ongoing discourse on AI‐driven service automation, emphasizing the necessity of balancing technological efficiency with customer‐centric engagement strategies. Implications for industry stakeholders highlight the importance of tailoring RSA implementation to enhance user experience, maintain service quality, and foster long‐term consumer acceptance.