A Study on the Application of Kiosk Service as the Workplace Flexibility: The Determinants of Expanded Technology Adoption and Trust of Quick Service Restaurant Customers

Kyung Hwa Seo
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Kyung Hwa Seo: Department of Hotel Culinary Arts and Bakery, Ulsan College, Ulsan 44022, Korea

Sustainability, 2020, vol. 12, issue 21, 1-16

Abstract: This study presents fundamental data on the technology acceptance of kiosks in QSR (Quick Service Restaurants) and the marketing plans for efficient management performance. In this paper, the combined concept model was established through the acceptance literature, and an expanded UTAUT2 (Unified Theory of Acceptance and Use of Technology) model was then presented by empirical analysis. This study was evaluated by 303 customers with experience using QSR kiosks. The results show that the seven factors suggested by the UTAUT2 and trust have a positive direct and indirect effect on behavioral intention. In addition, this study confirmed the significant influence relationship between the variables in UTAUT2. It was also found that facilitating conditions and price value have a significant positive effect on trust. Lastly, trust has a significant positive effect on performance expectancy and behavioral intentions. As a result, this research demonstrates an extended and integrated UTAUT2 by verifying the relationship between basic UTAUT2 and trust. The limitations of this study and recommendations for future research are also discussed.

Keywords: kiosk; technology adoption; QSR; UTAUT2; trust; behavioral intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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