Impact of restaurant robot service consumption values on their consequences: the moderating effects of perceived risk and human–robot interaction quality

Abstract The present study aimed to develop a new conceptual model on restaurant robot service consumption values (RRSCVs) and investigate their influence on diverse outcome variables. The study collected data from 756 customers who experienced restaurant robot services using convenience sampling techniques. This study employed exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) to assess reliability and validity of the data, as well as to evaluate model fit indices. A structural equation modeling (SEM) analysis with a multi-group approach was used to test relationships. The results showed that functional values of performance and quality, humanlike capability, social, emotional, and epistemic values significantly predicted attitude toward robot services, while price, safety, and privacy values did not. Attitude was found to be a significant predictor of perceived brand equity. Finally, perceived brand equity strongly influenced the intention to pay more, loyalty, intention to recommend to others, and intention to participate in value co-creation. Both perceived risk and human-robot interaction quality partially influenced the relationships in the structural model. This study provides insightful academic and practical implications, facilitating a deeper understanding of the role of the RRSCVs in the hospitality business.