Perceptions and motivational factors of Chinese coffee consumers towards robot baristas: a Technology Acceptance Model 2 perspective

Abstract

Purpose

This study aims to explore the attitudes and perceptions of Chinese coffee consumers towards robot baristas, considering the proliferation of automated entities within China's coffee sector.

Design/methodology/approach

Employing the extended Technology Acceptance Model 2 as its theoretical framework, this research conducts in-depth interviews with 30 Chinese coffee consumers. The laddering technique is utilized, supplemented by video simulation. Thematic analysis is subsequently employed to scrutinize the data.

Findings

The findings delineate six pivotal themes encapsulating Chinese coffee consumers' perceptions of robot baristas – Perceived Introvert Friendliness, Perceived Novelty, Perceived Intellectual Discrepancies, Perceived Efficiency and Reliability, Perceived Emotional Disconnection, and Perceived Labour Market Disruption. Moreover, six motivational themes are identified - Social Status Boosting, Openness to Experience, Ease of Use, Tech-Driven Affordability, Reliable and Uncompromising Quality, and Resistance to Overbearing Service.

Research limitations/implications

The study is limited by its focus on a specific cultural context. Future research could explore cross-cultural perspectives.

Practical implications

The findings of this study offer guidance on how to market and position robotic barista services to appeal to consumer preferences and drive adoption.

Social implications

Understanding consumer perceptions of robotic baristas has broader social implications, particularly in terms of labour market disruption and the potential impact on traditional coffee professions. Businesses can navigate the social implications of automation more effectively and foster greater acceptance of technological innovations within society.

Originality/value

This study offers insights into the inclinations of Chinese coffee consumers, thereby facilitating informed decision-making and the formulation of effective strategies to expedite the adoption of robotic service.

Citation

Chong, K.L. and Zhang, G. (2024), "Perceptions and motivational factors of Chinese coffee consumers towards robot baristas: a Technology Acceptance Model 2 perspective", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-01-2024-0126