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초록

Despite the growing use of artificial intelligence (AI)-powered robots in the culinary industry, consumers exhibit psychological hesitation toward AI robot chefs. This research examines how and why consumers adversely react to AI robot chefs in restaurants and identifies moderators that may mitigate negative responses. Study 1 A demonstrates that AI robot chef representation in restaurant advertising leads to lower purchase intentions, mediated by perceived unexpectedness. Study 1 B confirms that ad exposure to an AI robot chef increases perceived unexpectedness, which, in turn, heightens creepiness and reduces purchase intentions. Study 2 reveals that this negative response is stronger for healthy foods but is attenuated for unhealthy foods. Study 3 further demonstrates that individuals with a growth (vs. fixed) mindset are more open to the AI robot chef. These findings offer valuable theoretical insights into consumer–robot interactions and provide practical implications for hospitality marketing strategies.

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