Robotik Bir Restoranın Algılanan Yenilikçiliğinin Kullanım Niyeti, Ağızdan Ağıza İletişim ve Daha Fazla Ödeme İsteği Üzerindeki Etkisinde Tutumun Aracılık Rolü

Öz

Bu çalışmanın amacı, bir robot restoranın algılanan yenilikçiliğinin, kullanım niyetleri ve ağızdan ağıza pazarlama niyetleri dâhil olmak üzere davranışsal niyetler üzerindeki etkisini incelemektir. Daha fazla ödeme isteği tutumun aracılık rolüne odaklanmaktadır. Araştırma fikri ve modeli, ilgili literatür tarafından desteklenen algılanan yenilikçilik, tutum ve davranışsal niyetler arasındaki ilişkilere dayanmaktadır. Robotik bir restoranda robot garsonların işleyişini gösteren bir videoyu izleyen toplam 245 tüketiciye ulaşılmıştır. Veri analizi SPSS ve AMOS yazılımları kullanılarak gerçekleştirilmiştir. Analiz sonuçları, algılanan yenilikçiliğin kullanım niyeti, tutum, ağızdan ağıza pazarlama niyetleri ve daha fazla ödeme isteğini etkilediğini göstermektedir. Ayrıca, tutumun kullanım niyeti, ağızdan ağıza pazarlama niyeti ve daha fazla ödeme isteği üzerinde bir etkisi olduğu bulunmuştur. Ek olarak, tutumun algılanan yenilikçilik ile kullanım niyetleri, ağızdan ağıza pazarlama niyetleri ve daha fazla ödeme isteği arasındaki ilişkiye aracılık ettiği gözlemlenmiştir.

Anahtar Kelimeler

• Robotik Restoran
• Algılanan Yenilikçilik
• Tutum
• Kullanım Niyeti
• Daha Fazla Ödeme Isteği

The Mediating Role of Attitude in The Effect of Perceived Innovativeness of a Robotic Restaurant on Intention to Use, Wom and Willingness to Pay More

Öz

This study aims to examine the impact of perceived innovativeness (PI) of a robotic restaurant on behavioral intentions (BI), including intentions to use (IU) and word-of-mouth intentions (WOM). Willingness to pay more, (WPM) with a focus on the mediating role of attitude (AT). The research idea and model are based on the relationships among perceived innovativeness, attitude and behavioral intentions supported by relevant literature. A total of 245 consumers were reached, who watched a video illustrating the operation of robot waiters in a robotic restaurant. Data analysis was conducted using SPSS and AMOS software. The results of the analysis indicate that perceived innovativeness influences intentions to use, attitude, word-of-mouth intentions, and willingness to pay more. Furthermore, attitude was found to have an impact on intentions to use, word-of-mouth intentions, and willingness to pay more. Additionally, it was observed that attitude mediates the relationship between perceived innovativeness and intentions to use, word-of-mouth intentions, and willingness to pay more.

Anahtar Kelimeler

• Robotic Restaurant
• Perceived Innovativeness
• Attitude
• Intention To Use
• Willingness To Pay More

Etik Beyan

Bu çalışmaya ilişkin etik kurul izni VAN Yüzüncü Yıl Üniversitesi’nden (20/03/2025 tarih ve E-29233 sayılı) alınmıştır.

Kaynakça

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