Moderating Effect of Gender on the Relationship between Technology Readiness Index and Consumers’ Continuous Use Intention of Self-Service Restaurant Kiosks

Abstract

This study aims to analyze the moderating effect of gender on the relationship between technology readiness and willingness to continue using self-service kiosks in fast-food restaurants among middle-aged and older consumers. We conducted a survey from 1 May to 30 May 2020 among 320 consumers born in or before 1980 who only used kiosks in fast-food restaurants. The findings are as follows: First, the more innovative and optimistic the consumer, the more they are willing to continue using kiosks, whereas the more discomfort the consumer feels, the less likely they are to continue using them. Second, among technology readiness factors, a sense of insecurity does not have a significant effect on the willingness to continue to use kiosks. Third, among innovative consumers, men were found to be more likely to continue using kiosks than women. Thus, fast-food restaurant managers need to know that men and women perceive technology-based self-service differently.