Can robot chefs overcome consumer food technology Neophobia? The role of message framing and robot anthropomorphism

Purpose This study examines the antecedents influencing consumers' perceived overall image of robot chefs and explores how this image affects their intention to visit robotic restaurants through perceived ease of use and perceived usefulness across two studies. Design/methodology/approach Study 1 employed a 2 (message framing: warmth vs. competence) x 2 (robot anthropomorphism: high vs. low) x 2 (food technology neophobia: high vs. low) between-subjects factorial design (N = 322). Using sequential mediation analysis (Model 6) (N = 213), Study 2 further investigated how the overall image influences consumers' intention to visit a robotic restaurant through perceived ease of use and perceived usefulness. Findings Drawing on the Stereotype Content Model (SCM) and congruity theory, findings from study 1 revealed that among consumers with high food technology neophobic tendencies, warmth-based framing (vs. competence-based) led to a more favorable overall image when the robot displayed high (vs. low) anthropomorphism. Consistent with Technology Acceptance Model (TAM), study 2 showed that perceived ease of use and usefulness significantly mediated the relationship between overall image and behavioral intention. Practical implications Understanding consumer perceptions of robot chefs in the restaurant industry provides valuable implications for both academia and industry professionals regarding the integration of robotics while ensuring the technology aligns with consumer expectations. Originality/value This study bridges the gap between technological innovation and consumer psychology by investigating how robot chefs are perceived as service providers.