Food Delivery Robots on College Campuses: Understanding Consumer Perceptions and Value Dimensions

Authors

Hayeon (Hailey) Choi, Texas Tech UniversityFollow
Hyun-Woo (David) Joung, The University of MississippiFollow
Eun-Kyong (Cindy) Choi, The University of MississippiFollow

Executive Summary

The integration of autonomous delivery robots in the foodservice industry offers a promising innovation for enhancing delivery efficiency. College campuses, with their controlled environments and predictable layouts, serve as optimal testing grounds for these robots. This study examines the multifaceted values influencing the adoption and perception of food delivery robots on college campuses, providing insights for industry stakeholders. Findings indicate that functional and emotional values play the most significant role in shaping consumer perceptions, followed by price, novelty, and social values. However, preferences vary based on gender and role (students and faculty/staff), highlighting the need for targeted marketing strategies. These insights offer valuable guidance for optimizing the implementation and acceptance of autonomous delivery robots in campus settings.

Recommended Citation

Choi, Hayeon (Hailey); Joung, Hyun-Woo (David); and Choi, Eun-Kyong (Cindy) (2025) "Food Delivery Robots on College Campuses: Understanding Consumer Perceptions and Value Dimensions," ICHRIE Research Reports: Vol. 10: Iss. 3, Article 2.
DOI: www.doi.org/10.61701/883003.788
Available at: https://via.library.depaul.edu/ichrie_rr/vol10/iss3/2