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How emotions affect restaurant digital ordering experiences: a comparison of three ordering methods

How emotions affect restaurant digital ordering experiences: a comparison of three ordering methods The purpose of this study is to examine the role of consumption emotion in the digital food-ordering experience by comparing the performances of the three digital ordering methods in an experimental design.Design/methodology/approachA research model was developed based on the Feelings-as-Information (FaI) theory and the expectancy-disconfirmation theory. A 3 × 2 between-subjects lab experiment was conducted to compare the three digital ordering methods (online, mobile or chatbot) in two different types of restaurants (quick-service or full-service).FindingsThe results indicate that the chatbot ordering method evoked more negative emotions and less positive emotions than the other two methods. The online ordering method worked the best for quick-service restaurants, whereas the mobile ordering method was most suitable for full-service restaurants. Both positive and negative emotions (comfort and annoyance) significantly mediated the relationships between the ordering method and internal responses (satisfaction and behavioral intention). Only one negative emotion (anger) significantly mediated the relationship between the ordering method and order amount.Originality/valueThis is the first study that attempts to explore and compare consumers’ emotional responses resulting from restaurant digital ordering experiences in the context of the three food-ordering methods. The use of the FaI theory strengthens the theoretical foundation of research on emotion in the hospitality field. This study also pioneers the application of chatbot technology in the restaurant industry. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

How emotions affect restaurant digital ordering experiences: a comparison of three ordering methods

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
eISSN
1757-9880
DOI
10.1108/jhtt-05-2020-0117
Publisher site
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Abstract

The purpose of this study is to examine the role of consumption emotion in the digital food-ordering experience by comparing the performances of the three digital ordering methods in an experimental design.Design/methodology/approachA research model was developed based on the Feelings-as-Information (FaI) theory and the expectancy-disconfirmation theory. A 3 × 2 between-subjects lab experiment was conducted to compare the three digital ordering methods (online, mobile or chatbot) in two different types of restaurants (quick-service or full-service).FindingsThe results indicate that the chatbot ordering method evoked more negative emotions and less positive emotions than the other two methods. The online ordering method worked the best for quick-service restaurants, whereas the mobile ordering method was most suitable for full-service restaurants. Both positive and negative emotions (comfort and annoyance) significantly mediated the relationships between the ordering method and internal responses (satisfaction and behavioral intention). Only one negative emotion (anger) significantly mediated the relationship between the ordering method and order amount.Originality/valueThis is the first study that attempts to explore and compare consumers’ emotional responses resulting from restaurant digital ordering experiences in the context of the three food-ordering methods. The use of the FaI theory strengthens the theoretical foundation of research on emotion in the hospitality field. This study also pioneers the application of chatbot technology in the restaurant industry.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Aug 5, 2021

Keywords: Chatbot; Consumption emotion; Expectancy-disconfirmation theory; Feelings-as-Information (FaI) theory; Restaurant digital ordering

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