Intentions to adopt service robots: Indian restaurateurs’ perspectives from a DTPB lens

Purpose This study aims to understand the factors and sub-factors that influence Indian restaurant owners’ intention to adopt service robots in restaurants. Furthermore, these factors and sub-factors are mapped to the three main sets (and sub-sets) of beliefs within Decomposed Theory of Planned Behaviour (DTPB), and the dominance of one belief over the others in different activities is explored. Design/methodology/approach This study takes a qualitative approach, comprising in-depth semi-structured interviews. The data collected through interviews is analysed using thematic analysis. Findings This study identified nine influencing sub-factors that were categorized under the three main sets of beliefs (factors), namely, attitudinal, normative and control beliefs. Originality/value This study attempted to shed light on the useful implications for restaurant owners, along with robot manufacturers and policymakers.