AI robots over sommeliers? Exploring the service provider effect on diners’ wine ordering decisions at restaurants

IF 9.9 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM International Journal of Hospitality Management Pub Date : 2024-08-03 DOI:10.1016/j.ijhm.2024.103879

Lu Lu , Meichen Hua , Xiaoyang Sun , Rong Zou , Bingna Lin

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Abstract

Wine purchases can be uncomfortable for many restaurant consumers. This research investigates the service provider’s effect on diners’ behavioral intentions after ordering wine, conditioned by the relationship closeness of dining companions. Findings from two studies suggest that sommeliers (vs. service robots) elicit greater discomfort, which leads to weaker behavioral intention when consumers order wine in front of distant companions. Conversely, sommeliers (vs. service robots) evoke stronger trust and more positive behavioral intention when dining with close companions. When dining with distant companions, the negative effect of sommeliers (vs. service robots), mediated by discomfort, only affects consumers with low self-esteem. With close companions, the positive impact of sommeliers (vs. service robots), mediated by trust, is observed only among consumers with low levels of wine knowledge. This research extends literature on AI applications in hospitality services and provides solutions for the wine ordering dilemma in restaurants.

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人工智能机器人胜过侍酒师？探索服务提供商对食客在餐厅点酒决策的影响

对于许多餐厅消费者来说，购买葡萄酒可能会让他们感到不舒服。本研究调查了服务提供者对用餐者点酒后行为意向的影响，其条件是用餐同伴的关系亲密程度。两项研究结果表明，侍酒师（与服务机器人相比）会引起消费者更大的不适感，从而导致消费者在关系疏远的同伴面前点酒时行为意向更弱。相反，侍酒师（与服务机器人相比）在与亲密同伴用餐时会唤起消费者更强的信任感和更积极的行为意向。与远处的同伴一起用餐时，侍酒师（与服务机器人）的负面影响（以不舒服为中介）只影响到自尊心较低的消费者。与亲密的同伴一起用餐时，侍酒师（与服务机器人相比）的积极影响（以信任为中介）只对葡萄酒知识水平低的消费者产生影响。这项研究扩展了人工智能在酒店服务领域的应用，并为餐厅的点酒困境提供了解决方案。

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来源期刊

International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

21.20

自引率

9.40%

发文量

218

审稿时长

85 days

期刊介绍： The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.