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

Hyeon Mo Jeon, Hye Jin Sung () and Hyun Young Kim
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Hyeon Mo Jeon: Dongguk University-Gyeongju
Hye Jin Sung: Pai Chai University
Hyun Young Kim: Kyung Hee University

Service Business, 2020, vol. 14, issue 4, No 4, 533-551

Abstract: 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.

Keywords: Fast-food restaurant; Self-service technology; UTAUT; Perceived risk; Innovativeness (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (11)

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Persistent link: https://EconPapers.repec.org/RePEc:spr:svcbiz:v:14:y:2020:i:4:d:10.1007_s11628-020-00425-6

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DOI: 10.1007/s11628-020-00425-6

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