Investigating customer acceptance, usage, trust, and perceived safety risk of self-ordering kiosk technology in Malaysian quick-service restaurants during COVID-19 pandemic

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. © 2022, Emerald Publishing Limited.