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

Author

Listed:
  • Hyeon Mo Jeon

    (Dongguk University-Gyeongju)

  • Hye Jin Sung

    (Pai Chai University)

  • Hyun Young Kim

    (Kyung Hee University)

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.

Suggested Citation

  • Hyeon Mo Jeon & Hye Jin Sung & Hyun Young Kim, 2020. "Customers’ acceptance intention of self-service technology of restaurant industry: expanding UTAUT with perceived risk and innovativeness," Service Business, Springer;Pan-Pacific Business Association, vol. 14(4), pages 533-551, December.
    • Handle: RePEc:spr:svcbiz:v:14:y:2020:i:4:d:10.1007_s11628-020-00425-6
    DOI: 10.1007/s11628-020-00425-6
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    References listed on IDEAS

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    Cited by:

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    2. Marc Becker & Dominik Mahr & Gaby Odekerken-Schröder, 2023. "Customer comfort during service robot interactions," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 137-165, March.
    3. Jin-Kyu Kim & Jae-Jang Yang & Yong-Ki Lee, 2023. "How Do Self-Service Kiosks Improve COVID-19 Pandemic Resilience in the Restaurant Industry?," Sustainability, MDPI, vol. 15(13), pages 1-21, June.
    4. K Akdim & Luis V. Casaló, 2023. "Perceived value of AI-based recommendations service: the case of voice assistants," Service Business, Springer;Pan-Pacific Business Association, vol. 17(1), pages 81-112, March.
    5. Chong Li & Yingqi Li, 2023. "Factors Influencing Public Risk Perception of Emerging Technologies: A Meta-Analysis," Sustainability, MDPI, vol. 15(5), pages 1-37, February.
    6. Yang-Fei Tai & Yi-Chieh Wang & Ching-Ching Luo, 2021. "Technology- or human-related service innovation? Enhancing customer satisfaction, delight, and loyalty in the hospitality industry," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 667-694, December.
    7. Ana-Marija Stjepić & Mirjana Pejić Bach & Vesna Bosilj Vukšić, 2021. "Exploring Risks in the Adoption of Business Intelligence in SMEs Using the TOE Framework," JRFM, MDPI, vol. 14(2), pages 1-18, February.
    8. Haibei Chen & Xianglian Zhao, 2023. "Use intention of green financial security intelligence service based on UTAUT," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(10), pages 10709-10742, October.
    9. Jun Xu & Yun Zhou & Lei Jiang & Lei Shen, 2022. "Exploring Sustainable Fashion Consumption Behavior in the Post-Pandemic Era: Changes in the Antecedents of Second-Hand Clothing-Sharing in China," Sustainability, MDPI, vol. 14(15), pages 1-20, August.

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