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Journals / Güncel Turizm Araştırmaları Dergisi / 2022 / Cilt: 6 Sayı: 2

The Moderating Role of Generational Difference in Adoption of Anthropomorphic Robots for Restaurants: An Extension to the UTAUT model with Socialization and Innovativeness

Restoranlar için İnsansı Robotların Kabulünde Kuşaklar Arası Farklılığın Düzenleyici Rolü: Sosyalleşme ve Yenilikçilik ile BTKKT Modeline Yönelik Bir Genişletme Çalışması

Y. Kemal Özekici(ADIYAMAN UNIVERSITY)0000-0003-2482-7355
Pages
635–663
Publication Date
2022-09-29
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

As a moderating variable, it was seen that the participants within Y-Z generations give more importance to the facilitating conditions in adopting humanoid robots compared to the X generation.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this research is to confirm the unified technology acceptance and utilization theory (UTAUT) in the context of humanoid robot and restaurant, and to contribute to the theory through touristic socialization and touristic innovativeness variables.
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Key Findings & Data:In this context, the data obtained from 363 participants with restaurant experience were subjected to structural equation modeling.
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Conclusion & Impact:As a moderating variable, it was seen that the participants within Y-Z generations give more importance to the facilitating conditions in adopting humanoid robots compared to the X generation.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:UTAUT · BTKKT · Turistik Sosyalleşme

Abstract

The aim of this research is to confirm the unified technology acceptance and utilization theory (UTAUT) in the context of humanoid robot and restaurant, and to contribute to the theory through touristic socialization and touristic innovativeness variables. In this context, the data obtained from 363 participants with restaurant experience were subjected to structural equation modeling. As a result of the study, it was determined that performance expectancy, effort expectancy, social influence and facilitating conditions, which are the predictive variables of the UTAUT model, are seen to positively and significantly affect the behavioral intention to experience humanoid robots in restaurants. Among these, it was seen that facilitating conditions came to the fore as the variable with the strongest predictive power. Performance expectancy and social influence emerged as the other two strongest antecedents explaining behavioral intention. Besides, it was observed that tourist innovativeness positively affected behavioral intention, while the tourist socialization variable were seen to have any significant effect on behavioral intention. Also, social influence was determined as the most effective variable for X generation. As a moderating variable, it was seen that the participants within Y-Z generations give more importance to the facilitating conditions in adopting humanoid robots compared to the X generation.

Özet

Bu araştırmanın amacı, birleştirilmiş teknoloji kabul ve kullanım teorisi’ni [BTKKT (UTAUT)] insansı robot bağlamında ve restoran özelinde doğrulamak ile birlikte turistik sosyalleşme ve turistik yenilikçilik değişkenleri aracılığıyla teoriye katkıda bulunmaktır. Bu kapsamda, restoran deneyimi olan 363 katılımcıdan elde edilen veriler, yapısal eşitlik modellemesine tabi tutulmuştur. Araştırma sonucunda, BTKKT modeline dair yordayıcı değişkenler olan performans beklentisi, çaba beklentisi, sosyal etki ve kolaylaştırıcı koşullar değişkenlerinin tamamının restoranlarda insansı robotları deneyimlemeye yönelik davranışsal niyeti pozitif ve anlamlı yönde etkilediği tespit edilmiştir. Bunlar içerisinde, kolaylaştırıcı koşulların en güçlü etki düzeyine sahip olan değişken olarak ön plana çıktığı görülmüştür. Performans beklentisi ve sosyal etki, davranışsal niyeti açıklayan diğer en güçlü iki öncül değişken olarak ortaya çıkmıştır. Bununla birlikte, yenilikçiliğin davranışsal niyeti pozitif yönde etkilediği görülmüş, sosyalleşme değişkeninin ise herhangi bir etkiye sahip olmadığı görülmüştür. Yine, sosyal etki, X kuşağı için en güçlü açıklayıcı olarak tespit edilmiştir. Düzenleyici değişken olarak, Y-Z kuşağındaki katılımcıların, insansı robotları benimsemede kullanım kolaylığına X kuşağına kıyasla daha fazla ehemmiyet gösterdikleri görülmüştür.

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Cite This Article

Özekici, Y. K., *, Y. K. Ö. (2022). The Moderating Role of Generational Difference in Adoption of Anthropomorphic Robots for Restaurants: An Extension to the UTAUT model with Socialization and Innovativeness. Güncel Turizm Araştırmaları Dergisi, Cilt: 6 Sayı: 2, 635–663. https://doi.org/10.32572/guntad.1037791

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