Embracing RAISA in restaurants: Exploring customer attitudes toward robot adoption

• Published in: Technological forecasting & social change 2024-02, Vol.199, p.123047, Article 123047
• Main Authors: Santiago, Joanna, Borges-Tiago, Maria Teresa, Tiago, Flávio
• Format: Article
• Language: English
• Subjects: Consumer attitudes; Innovation; Restaurant; Robotics, artificial intelligence and service automatization (RAISA); Technology acceptance model
• ISSN: 0040-1625; 1873-5509
• DOI: 10.1016/j.techfore.2023.123047

Humanity has experienced four main technological revolutions; the last two being the digital revolution (Internet) and the emerging artificial intelligence (AI) revolution. With robots, artificial intelligence, and service automation (RAISA) increasingly applied in all industries, knowledge on people's attitudes toward RAISA is limited. Factors affecting RAISA adoption in restaurants, an industry known for its quick adoption of new technology, are largely unknown. This study explores customer attitudes toward robot adoption in restaurants through a quantitative survey of 293 valid respondents. The results, analyzed using partial least squares structural equation modeling (PLS-SEM), show that positive attitudes toward technology, interest in RAISA, perceived relevance, and enjoyment positively impact RAISA adoption. Furthermore, customers' overall attitude toward technology positively affects their intention to use RAISA. Therefore, restaurant owners can start implementing new technologies since consumers are ready to embrace RAISA in restaurants. [Display omitted] •Positive attitudes toward robotics impact RAISA adoption.•PLS-SEM is used to test the RAISA adoption-customer attitude relationship.•Respondents have a positive attitude toward RAISA in terms of its use.•Interest, perceived relevance, and enjoyment positively impact RAISA adoption.•The success of RAISA innovations relies on customer support and acceptance.