Robot resistance in the land of smiles: Unraveling the behavior of Thai consumers toward restaurant service robots

This study examined resistance to service robots among younger, educated Thai consumers in chain restaurants and addressed the research gaps to better understand technology adoption in non-Western markets. Data were analyzed from 325 Thai consumers using structural equation modeling. Five significant resistance factors were identified as interaction discomfort (β = 0.361), service robot personality (β = 0.217), warmth competence (β = 0.170), perceived service failure (β = 0.169), and inflexibility (β = -0.166). The counterintuitive negative effect of inflexibility suggested that predictable, standardized robot behavior may reduce resistance in Thailand, challenging Western assumptions about customization. Our model demonstrated strong explanatory power (R² = 0.586), extending innovation resistance theory (IRT) to service robotics by identifying culturally specific barriers in an emerging market. The findings suggested that prioritizing improved robot-customer interactions while leveraging predictability would be a service advantage in Thai cultural contexts.