Understanding motivated consumer innovativeness in the context of a robotic restaurant: The moderating role of product knowledge

By Jinsoo Hwang, S. Park, Insin Kim. 2020

148 citations recorded by the source corpus.

Abstract This study was designed to understand the role of motivated consumer innovativeness in the context of a robotic restaurant. More specifically, this study proposed that four sub-dimensions of motivated consumer innovativeness (i.e. functionally, hedonically, cognitively, and socially motivated consumer innovativeness) have a positive influence on the overall image of a robotic restaurant. In addition, it hypothesized that overall image plays a significant role in the formation of word-of-mouth intentions. Lastly, it proposed that product knowledge moderates the relationship between overall image and word-of-mouth intentions. In order to test six hypotheses, 427 respondents were collected using an online survey in South Korea. The data analysis results show that the proposed sub-dimensions of motivated consumer innovativeness, except for socially motivated consumer innovativeness, positively affect overall image, which in turn has a positive influence on word-of-mouth intentions. In addition, the results of data analysis indicate that product knowledge plays a moderating role in the relationship between overall image and word-of-mouth intentions.

Subfields: Artificial Intelligence, Information Systems and Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/dd410aaa368357562f382c8ead5cd13c6d77df35