A Study on the Effect of Consumers' Perceived Value of Service AI Robots in the Restaurant Industry on Service Trust and Reuse Intention: Centered on the South Korean Food Service industryService AI RobotsService AI Robots

This study investigates the impact of consumers' perceived value of service AI robots on service trust and reuse intention within the South Korean restaurant industry. With the rapid advancement of FoodTech, which integrates IT technologies with the food service sector, the deployment of AI robots in restaurants has become increasingly prevalent. This research aims to understand how these technological innovations affect customer satisfaction and loyalty. Utilizing a survey methodology, data was collected from 277 respondents who had experience with AI robot services in restaurants. The findings reveal that the functional and social values perceived by consumers significantly influence their trust in service robots. Moreover, both experiential and social values have a positive effect on consumers' intention to reuse these services. The study highlights the critical role of service trust in enhancing reuse intention, indicating that AI robots, through their precision and reliability, can foster high customer trust and repeat patronage. The implications suggest that integrating AI technology within the restaurant industry not only enhances operational efficiency and reduces labor costs but also shifts consumer behavior towards greater acceptance and reliance on robotic services. Future research should explore the long-term impacts and cross-cultural applicability of these findings as AI technologies continue to evolve.