In recent years, the global Robot Barista market has undergone a remarkable transformation, spurred significantly by the disruptive impact of the COVID-19 pandemic. This surge is projected to propel the market's growth well into the next decade, driven by a robust Compound Annual Growth Rate (CAGR) during the period from 2022 to 2028 (Verified Market Reports, 2023; Market Research Guru, 2022). A notable facet of this growth is the emergence of non-interactive Robot Baristas, which are anticipated to capture a substantial share of the global market by 2028 (Market Research Guru, 2022).

The Influence of AI and Robotics on Hospitality

In response to these trends, scholarly research has actively explored the implications of AI and robotics within the hospitality sector. Studies have delved into consumer behaviour and technological adoption dynamics, highlighting the transformative potential of automated barista services (Jiang et al., 2023; Hlee et al., 2023; Wei and Simay, 2023). Despite technological advancements, challenges persist in integrating service robots effectively, necessitating further investigation into consumer interaction dynamics and societal implications (Shen et al., 2020; Ka Leong et al., 2023).

The Evolution of China's Coffee Culture

Once dominated by instant coffee, China is experiencing a cultural shift towards roasted coffee products, indicative of changing consumer preferences and a growing appetite for premium coffee experiences (Mordor Intelligence, 2023). Urban areas, such as Beijing, Shanghai, and Guangzhou, have witnessed a surge in coffee consumption, underscoring the mainstream acceptance of coffee culture among the Chinese populace (Coffee Market in China – Statistics and Facts, 2023).

Robotic Innovation in Chinese Hospitality

AI-powered service robots have found widespread adoption in China's burgeoning hospitality industry. Studies have also highlighted concerns regarding efficiency and consumer acceptance (Liang et al., 2023; Zhang et al., 2023; Li et al., 2023). This current research focuses on consumer preferences and technological landscapes, revealing a critical gap in understanding the social dynamics and experiential aspects of human-robot interaction within retail settings (Fang et al., 2023; Ma et al., 2023).

Bridging the Gap: Understanding Consumer Attitudes

This study aims to explore Chinese coffee consumers’ attitudes towards robotic barista services, with a focus on perceptions and motivational factors influencing acceptance. Through in-depth qualitative interviews, this research seeks to uncover nuanced insights into consumer preferences and experiences (Smith, 2015). By directly engaging participants, qualitative methods provide comprehensive insights crucial for industry stakeholders to enhance consumer experiences through seamless automation integration.

Methodology: Insights from Qualitative Research

This study employs semi-structured interviews designed around the Technology Acceptance Model 2 (TAM2), exploring subjective norms, voluntariness, image, job relevance, and output quality as key themes influencing consumer acceptance of robotic barista services (Adams, 2015). Participants are provided with a video clip showcasing robot baristas to ensure consistency and clarity in their responses (Stacey and Vincent, 2011). By focusing on Tier 1 Chinese cities known for their robust coffee culture, the study targets cafe-goers familiar with coffee consumption environments (Statista, 2023).

Consumer Perceptions and Motivations

Preliminary findings suggest that consumers perceive robot baristas as accommodating to introverted individuals and those preferring minimal communication. Robotic systems are also seen as symbols of innovation and technological advancement, appealing to consumers seeking novel experiences and technological convenience. Motivational factors driving acceptance include considerations of social status elevation, novelty, ease of use, affordability, and reliability, offering actionable insights for businesses and policymakers alike.

Theoretical and Practical Implications

The study enriches the Technology Acceptance Model 2 (TAM2) by highlighting the influence of subjective norms and perceived enjoyment in technology adoption decisions. It highlights the importance of perceived usefulness and ease of use while extending the model to include considerations of flexibility and adaptability in consumer preferences (Robinson, 2014). These insights have practical implications for coffee industry stakeholders, advocating for tailored marketing strategies, user-friendly interface designs, and affordable pricing strategies to enhance customer experiences and drive innovation in robotic barista technology.

Future Directions

As AI and robotics continue to reshape the hospitality landscape, future research should explore the evolving dynamics of human-robot interaction. By addressing consumer concerns and preferences, greater acceptance and integration of robotic technologies can be fostered, ultimately enhancing customer experience in cafes and beyond. Certainly, the integration of robotic barista services represents a pivotal juncture in China’s coffee culture. As these technologies evolve, understanding and adapting to consumer attitudes and motivations will be essential for shaping the future of automated service in the hospitality sector.

Associate Professor Dr Daniel Chong Ka Leong
School of Hospitality and Service Management
Email: [email protected]  

This article was extracted from a paper published in the Journal of Hospitality and Tourism Insights. “Chong, K. L., & Zhang, G. (2024). Perceptions and motivational factors of Chinese coffee consumers towards robot baristas: a Technology Acceptance Model 2 perspective.”