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Search Results (5)

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Keywords = indoor smart farm restaurants

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19 pages, 1020 KiB  
Article
Exploring Consumers’ Technology Acceptance Behavior Regarding Indoor Smart Farm Restaurant Systems: Focusing on the Value-Based Adoption Model and Value–Attitude–Behavior Hierarchy
by Kyuhyeon Joo and Jinsoo Hwang
Systems 2025, 13(3), 189; https://doi.org/10.3390/systems13030189 - 8 Mar 2025
Viewed by 467
Abstract
This study examines consumers’ technology acceptance behavior regarding indoor smart farm restaurant systems focusing on the value-based adoption model and value–attitude–behavior hierarchy. More specifically, the study explores the effects of the benefits (i.e., perceived naturalness, psychological benefits, healthy well-being, and enjoyment) and sacrifices [...] Read more.
This study examines consumers’ technology acceptance behavior regarding indoor smart farm restaurant systems focusing on the value-based adoption model and value–attitude–behavior hierarchy. More specifically, the study explores the effects of the benefits (i.e., perceived naturalness, psychological benefits, healthy well-being, and enjoyment) and sacrifices (i.e., perceived fee, perceived risk, and food technophobia) on perceived value. This study also probes the influence of perceived value on attitude and intentions to use and the relationship between attitude and intentions to use. The data were collected from 360 respondents in South Korea. The data analysis results indicate that all the benefit factors positively affect perceived value, whereas only food technophobia negatively affects perceived value among the sacrifice factors. Lastly, perceived value aids in the formation of attitude, while perceived value and attitude have a positive influence on intentions to use. Full article
(This article belongs to the Special Issue Toward Innovative Hospitality and Tourism Systems: Exploring Challenges and Opportunities)
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18 pages, 1091 KiB  
Article
Consequences of Psychological Benefits in the Context of Eco-Friendly Indoor Smart Farm Restaurants: The Moderating Role of Curiosity
by Kyuhyeon Joo, Heather Markham Kim and Jinsoo Hwang
Sustainability 2023, 15(21), 15496; https://doi.org/10.3390/su152115496 - 31 Oct 2023
Cited by 2 | Viewed by 1513
Abstract
This study was designed in order to understand the psychological benefits of an indoor smart farm restaurant, which is a restaurant that operates a smart farm inside the restaurant. The study more specifically proposes a conceptual framework that includes psychological benefits, attitudes, and [...] Read more.
This study was designed in order to understand the psychological benefits of an indoor smart farm restaurant, which is a restaurant that operates a smart farm inside the restaurant. The study more specifically proposes a conceptual framework that includes psychological benefits, attitudes, and future engagement. In addition, this study investigated whether the impact of psychological benefits on attitude is moderated by curiosity. The data was collected from 317 participants in South Korea. The results revealed that warm glow, nature experiences, and self-expressive benefits positively influenced attitude. Also, attitude, warm glow, and self-expressive benefits significantly affected future engagement. Lastly, the effect of psychological benefits on attitudes is moderated by curiosity. Full article
(This article belongs to the Special Issue Service Marketing and Management for Sustainable Hospitality and Tourism in a New Era)
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17 pages, 1375 KiB  
Article
Acceptance of Green Technology-Based Service: Consumers’ Risk-Taking Behavior in the Context of Indoor Smart Farm Restaurants
by Kyuhyeon Joo and Jinsoo Hwang
Appl. Sci. 2023, 13(20), 11433; https://doi.org/10.3390/app132011433 - 18 Oct 2023
Cited by 4 | Viewed by 1832
Abstract
Smart farm technology contributes to sustainable environmental protection, and so it is important to investigate consumer behavior in this regard. Therefore, this paper constructs a theoretical model focusing on the consumers of indoor smart farm restaurants. The theoretical framework integrates the theory of [...] Read more.
Smart farm technology contributes to sustainable environmental protection, and so it is important to investigate consumer behavior in this regard. Therefore, this paper constructs a theoretical model focusing on the consumers of indoor smart farm restaurants. The theoretical framework integrates the theory of planned behavior and the perceived risk theory. The constructed framework is deepened by testing the moderating role of novelty seeking in the effects of perceived risks on attitudes. The results revealed that (1) psychological and quality risks negatively affect attitude, (2) subjective norm positively affects attitude, (3) attitudes, subjective norm, and perceived behavioral control positively affect behavioral intentions, and (4) the moderating impact of novelty seeking was discovered in the relationship between psychological risk and attitude. This is the first investigation of the perceived risks of indoor smart farm restaurants, and this study empirically proved the moderating role of novelty seeking in the risk-taking behavior context. This study consequently contributes to advancing state-of-the-art methods and presents practical marketing recommendations. Full article
(This article belongs to the Special Issue Trustworthy Artificial Intelligence (AI) and Robotics)
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13 pages, 559 KiB  
Article
Do Consumers Intend to Use Indoor Smart Farm Restaurants for a Sustainable Future? The Influence of Cognitive Drivers on Behavioral Intentions
by Kyuhyeon Joo and Jinsoo Hwang
Sustainability 2023, 15(8), 6666; https://doi.org/10.3390/su15086666 - 14 Apr 2023
Cited by 5 | Viewed by 1988
Abstract
Smart farms are eco-friendly and sustainable agriculture practices that also play a crucial role in the foodservice industry. This study investigated cognitive drivers, which included biospheric value, environmental concern, problem awareness, and ascription of responsibility, in order to form consumers’ behavioral intentions in [...] Read more.
Smart farms are eco-friendly and sustainable agriculture practices that also play a crucial role in the foodservice industry. This study investigated cognitive drivers, which included biospheric value, environmental concern, problem awareness, and ascription of responsibility, in order to form consumers’ behavioral intentions in the context of indoor smart farm restaurants. The current study also investigated the differences among the four sub-dimensions of cognitive drivers, which are based on the respondents’ demographic factors. This study was performed using data from 310 participants. The study conducted multiple linear regression to test the causal relationships and t-test and one-way ANOVA to test the demographic differences. The results of the data analysis revealed that all four sub-dimensions of the cognitive drivers aid in regard to increasing behavioral intentions. Furthermore, the data analysis results showed that age and marital status were associated with differences in biospheric value, and gender was associated with differences in environmental concern and problem awareness. This study empirically identified the direct effect of cognitive drivers on consumers’ pro-environmental behavior and their demographic differences, and it also presents practical suggestions from the perspective of green marketing. Full article
(This article belongs to the Section Tourism, Culture, and Heritage)
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18 pages, 1071 KiB  
Article
NAM and TPB Approach to Consumers’ Decision-Making Framework in the Context of Indoor Smart Farm Restaurants
by Kyuhyeon Joo, Junghoon (Jay) Lee and Jinsoo Hwang
Int. J. Environ. Res. Public Health 2022, 19(21), 14604; https://doi.org/10.3390/ijerph192114604 - 7 Nov 2022
Cited by 19 | Viewed by 3627
Abstract
The movement toward smart farming, which has productivity and eco-friendly roles, is emerging in the foodservice industry in the form of indoor smart farm restaurants. The purpose of this study was to investigate the consumer decision-making processes in the context of indoor smart [...] Read more.
The movement toward smart farming, which has productivity and eco-friendly roles, is emerging in the foodservice industry in the form of indoor smart farm restaurants. The purpose of this study was to investigate the consumer decision-making processes in the context of indoor smart farm restaurants. The investigational framework was designed around the norm activation model (NAM) and the theory of planned behavior (TPB), with the moderating role of age. In particular, this study merged NAM and TPB to assess the effect of awareness of consumption consequences on consumers’ attitudes as well as the role played by subjective norms in the formation of personal norms. Data were collected from 304 respondents in South Korea. As a result of structural equation modeling, the proposed hypotheses of causal relationships were generally supported, excluding only the relationship between subjective norm and behavioral intention. The moderating role of age was identified in the relationships between (1) subjective norm and attitude, and (2) personal norm and behavioral intention. This study presents not only theoretical contributions as the first empirical study on consumer behavior in the context of indoor smart farm restaurants but also presents practical suggestions from the perspective of green marketing. Full article
(This article belongs to the Special Issue Satisfaction, Stress, and Mental Health in the Tourism/Hospitality Industry)
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