Masks, gloves, or robots? Factors influencing consumers’ health risk perceptions and behavioral intentions of in-restaurant dining

Abstract

Servers wearing personal protective equipment (i.e., gloves and/or masks) and robot servers received increased attention during the COVID-19 pandemic. However, studies evaluating consumer health-risk perceptions and behavioral intentions related to these interventions post-pandemic are sparse. Therefore, based on perceived risk, social servicescape, and cue utilization theory, two experiments were conducted to examine how servers’ appearance-related health-safety cues (e.g., mask and/or glove-wearing) impacted consumers’ revisit intention (Study 1) and to compare the effect of human vs. robot servers with and without health-safety and sanitation cues (Study 2). Both studies included perceived health risk as a possible mediator. Results revealed that mask-wearing servers (vs. no mask and no glove) decreased consumers’ perceived health risk and that perceived health risk mediated the effect of mask-wearing on revisit intention. Further, consumers preferred the human “safe server” (i.e., with mask) over a “clean and sanitized” robot. Findings provide important insights into post-pandemic restaurant consumer behavior.