A new era of technological change in the restaurant industry: focusing on perceived values of robot servers

Abstract

The objective of this research is to examine the perceived values of robot servers, which include utilitarian and hedonic values, and how this influences willingness to pay more in the restaurant industry. This paper also examined the differences between the two sub-dimensions of perceived value, which are based on the demographic factors of the respondents. This research performed a data analysis based on a sample size of 295 participants, and the results indicated that the two sub-dimensions of perceived value play a crucial role in regard to the formation of willingness to pay more. Furthermore, the results showed that there were differences in perceived value in regard to the demographic factors.