Purpose This study aims to examine the differences among memorable brand experience, brand preference and behavioral intentions based on the type of service providers, such as robot servers and human servers. In addition, this study investigated the relationships among the four concepts....

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...

Purpose This study aims to develop a theoretical model to identify the importance of brand modernity with the moderating role of human baristas and robot baristas. Design/methodology/approach A total of 333 samples were collected from a coffee shop where robots provide the services, and 354...

Purpose This study aims to propose the effect of five sub-dimensions of the expected benefits, which include compatibility, social influence, convenience, function and emotion on attitude and behavioral intentions. Design/methodology/approach A research model including eight hypotheses was...

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...