Author:
Baba Noradzhar,Hanafiah Mohd Hafiz,Mohd Shahril Aslinda,Zulkifly Muhammad Izzat
Abstract
Purpose
The purpose of this study is to empirically examine the interrelationship between customer acceptance and usage of self-ordering kiosks, purchase behaviour and post-purchase behaviour in quick-service restaurants. This study also hypothesised that the perceived safety risk moderates the relationship between customer purchase and post-purchase behaviour.
Design/methodology/approach
This study adopted a quantitative research methodology using an online survey. During the data collection process, 430 responses were obtained. The partial-least square-structural equation modelling was used to test the study’s model and hypotheses.
Findings
The results of this study indicated that performance expectancy, effort expectancy, facilitating conditions, social influence, facilitating conditions, hedonic motivation and trust significantly influence purchase behaviour through the self-ordering kiosks. Meanwhile, price value and customer habit did not affect purchasing behaviour, while perceived safety risk as a moderator does not influence re-purchase behaviour.
Practical implications
This study provides valuable implications for foodservice researchers and marketers related explicitly to technology adoption in restaurant services. Given the positive outlook on self-ordering kiosk usage, quick-service restaurants should continuously improve their ordering kiosk adoption and efficiency, especially during the health pandemic.
Originality/value
This study is one of the few to predict and explain the consumer acceptance of self-service kiosks by integrating the Unified Theory of Acceptance and Use of Technology 2 model with other essential behavioural constructs. The inclusion of trust and perceived safety risk construct enhances the study model’s adaptability during health crises.
Subject
Computer Science Applications,Tourism, Leisure and Hospitality Management,Information Systems
Cited by
5 articles.
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