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Customers’ acceptance intention of self-service technology of restaurant industry: expanding UTAUT with perceived risk and innovativeness

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Abstract

This study validates the unified theory of acceptance and use of technology (UTAUT) model, extended to include risk and innovativeness as additional factors, to identify antecedents that influence customers’ intention to adopt self-service technology at restaurants. Among UTAUT constructs, performance expectancy was the most important determinant of acceptance intention, followed by effort expectancy and social influence. Furthermore, individual innovativeness moderated the effects of social influence and perceived risk on acceptance intention. These findings are meaningful because incorporating information and communication technology (ICT) into food service settings expands the scope of food service research and provides practical implications.

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Acknowledgements

This work was supported by the PaiChai University research grant in 2020.

Author information

Authors and Affiliations

  1. Department of Hotel, Tourism, and Foodservice Management, Dongguk University-Gyeongju, Gyeongju, Republic of Korea

    Hyeon Mo Jeon

  2. Department of Foodservice Management, Pai Chai University, 155-40, Baejae-ro, Seo-gu, Daejeon-si, 35345, Republic of Korea

    Hye Jin Sung

  3. Department of Culinary and Service Management, Kyung Hee University, Seoul, Republic of Korea

    Hyun Young Kim

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  1. Hyeon Mo Jeon
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Contributions

H-MJ and H-JS conceived and designed the experiments; H-MJ performed the experiments and analysed the data; H-MJ, H-JS, and H-YK wrote the paper. All of authors contributed to read and approved the final manuscript.

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Correspondence to Hye Jin Sung.

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Appendix A: Measurement items for study

Appendix A: Measurement items for study

Measure items

Performance expectancy

 PE1

Using kiosks in fast-food restaurants enables me to accomplish the ordering and payment process quicker

 PE2

Using kiosks in fast-food restaurants is effective for food ordering and payment

 PE3

Using kiosks in fast-food restaurants is better than ordering and paying through an employee

 PE4

Using kiosks in fast-food restaurants is useful

Effort expectancy

 EE1

Learning how to use a kiosk for purchasing food is easy for me

 EE2

My interaction with kiosks for the purchase of food is clear and understandable

 EE3

Using kiosks in fast-food restaurants is easy for me

 EE4

It is easy for me to become skilful at using kiosks for purchasing food

Social influence

 SI1

People who influence my behaviour think that I should use kiosks for purchasing food in fast-food restaurants

 SI2

People who are important to me think that I should use kiosks for purchasing food in fast-food restaurants

 SI3

People whose opinions I value prefer that I use kiosks for purchasing food in fast-food restaurants

 SI4

Listening to the media influences the use of kiosks

Facilitating conditions

 FC1

If you have a problem with a kiosk, staff will be able to help you

 FC2

I feel comfortable using kiosks for purchasing food in fast-food restaurants

 FC3

The fast-food restaurant has a kiosk with enough features to use the self-order-payment service

 FC4

The fast-food restaurant provides easy-to-understand procedures and methods for using kiosks

Perceived risk

 PR1

There is a risk that the ordering and payment processes will not work due to a kiosk system malfunction

 PR2

Kiosks present the risk of incorrect ordering and payment

 PR3

I am afraid that my order will be incorrectly processed or paid when using a kiosk

Acceptance intention

 AI1

I will always try to use kiosks in fast-food restaurants

 AI2

I plan to use kiosk restaurants often when buying fast food

 AI3

I am always willing to use kiosks in fast-food restaurants

 AI4

If I get a chance, I will use a kiosk in a fast-food restaurant

Innovativeness

 IV1

When a new product or service is released, I am one of the first to use it

 IV2

In general, I like to try out new products and services when they are available

 IV3

If I get news of new technology, I will find a way to try it out

 IV4

I am willing to give up existing product or service technologies to accommodate new innovative product or service technologies

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Jeon, H.M., Sung, H.J. & Kim, H.Y. Customers’ acceptance intention of self-service technology of restaurant industry: expanding UTAUT with perceived risk and innovativeness. Serv Bus 14, 533–551 (2020). https://doi.org/10.1007/s11628-020-00425-6

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