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Self-Ordering Kiosk Usage and Purchase Behavior in Quick Service Restaurant: A Case in Alor Setar’s Quick Service Restaurants

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  • Muhd Affan Ayob

    (Department of Foodservice Management, Faculty of Hotel and Tourism Management, University Technology Mara)

  • Noradzhar Baba

    (Department of Foodservice Management, Faculty of Hotel and Tourism Management, University Technology Mara)

Abstract

This research investigates the connection between the use of self-ordering kiosks and the purchasing behavior of customers in quick service restaurants (QSRs) located in Alor Setar, Malaysia. The research uses the Unified Theory of Acceptance and Use of Technology (UTAUT2) to investigate important elements like performance expectancy, effort expectancy, social influence, enabling conditions, habit, and technology phobia. It examines the ways in which these characteristics affect customers’ willingness to accept and acquire products.

Suggested Citation

  • Muhd Affan Ayob & Noradzhar Baba, 2025. "Self-Ordering Kiosk Usage and Purchase Behavior in Quick Service Restaurant: A Case in Alor Setar’s Quick Service Restaurants," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 9(15), pages 779-789, June.
    • Handle: RePEc:bcp:journl:v:9:y:2025:i:15:p:779-789
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