Jinsoo Hwang, Kyu-Hyeon Joo, Heather Markham Kim and Kwang-Woo Lee
The purpose of this study examined the effect of the eight dimensions of consumer innovativeness on brand satisfaction. In addition, this study investigated how brand satisfaction…
Abstract
Purpose
The purpose of this study examined the effect of the eight dimensions of consumer innovativeness on brand satisfaction. In addition, this study investigated how brand satisfaction affects brand preference and brand loyalty. Lastly, how brand preference plays to form brand loyalty was also explored.
Design/methodology/approach
A survey was conducted via an online platform with the participants using an online firm in South Korea to evaluate the proposed research model. The data was collected from 326 people who used a coffee shop where robots provide the services.
Findings
The data analysis results indicated that the five dimensions of consumer innovativeness, which include novelty seeking, openness, quality experience seeking, hedonic experience seeking and social distinctiveness, aid to enhance brand satisfaction. Furthermore, it was discovered that brand satisfaction plays an important role with the formation of brand preference and brand loyalty.
Originality/value
There are few studies which focus how coffee consumers assess the value of a coffee brand. Thus, it would be meaningful to examine what impacts of consumer innovativeness exist in regards to robotic barista services that are related to brand satisfaction, brand preference and brand loyalty.
研究目的
本研究考察了消费者创新性的八个维度对品牌满意度的影响。此外, 本研究还调查了品牌满意度如何影响品牌偏好和品牌忠诚度。最后, 还探讨了品牌偏好在形成品牌忠诚度方面的作用。
研究方法
本研究通过在线平台在韩国进行了一项调查, 参与者使用一家提供机器人服务的咖啡店进行评估。数据收集自326名在该咖啡店使用服务的顾客。
研究发现
数据分析结果表明, 包括新奇寻求、开放性、品质体验寻求、享乐体验寻求和社交独特性在内的五个消费者创新性维度有助于提高品牌满意度。此外, 品牌满意度在品牌偏好和品牌忠诚度的形成中起着重要作用。
研究创新
目前很少有研究关注咖啡消费者如何评估咖啡品牌的价值。因此, 对于与品牌满意度、品牌偏好和品牌忠诚度相关的机器人咖啡师服务消费者创新性影响的研究具有重要意义。
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Jinkyung Jenny Kim, Jungsun (Sunny) Kim, Kyu-Hyeon Joo and Jinsoo Hwang
The purpose of this study is to investigate the key predictors and outcomes of task–technology fit (TTF) of facial recognition payment systems with the moderating role of cultural…
Abstract
Purpose
The purpose of this study is to investigate the key predictors and outcomes of task–technology fit (TTF) of facial recognition payment systems with the moderating role of cultural differences in the restaurant industry.
Design/methodology/approach
The survey responses were collected from 336 South Korean and 336 US restaurant customers.
Findings
The results revealed that function significantly affected TTF in both groups. Unique to the Korean sample, emotion was found to be a significant determinant of TTF, whereas convenience and social influence were key predictors of TTF only for the US sample. TTF had significant and positive effects on the three dimensions of behavioral intentions in both groups. The result of multi-group analysis showed that cultural differences moderated the effect of convenience on TTF and the effect of emotion on TTF.
Originality/value
The authors provided recommendations for restaurant operators and technology companies seeking to improve customer TTF and acceptance of facial recognition payment systems for the first time.
研究目的
本研究旨在调查面部识别支付系统任务技术匹配(TTF)的关键前置因素和影响, 以文化差异为调节变量, 研究其在餐饮行业的应用。
研究方法
我们收集了来自336名韩国和336名美国餐厅顾客的调查回答。
研究发现
结果显示, 在两组中, 功能显著影响TTF。对于韩国样本来说, 情感被发现是TTF的重要决定因素, 而对于美国样本来说, 方便性和社会影响是TTF的关键预测因素。在两组中, TTF对行为意向的三个维度均产生了显著且积极的影响。多组分析结果显示, 文化差异在方便性对TTF的影响以及情感对TTF的影响中起到了调节作用。
研究创新
我们首次为寻求改善顾客TTF和接受面部识别支付系统的餐厅经营者和技术公司提供了建议。