Factors affecting self-service technology towards intention to adopt the technology among consumer in the foodservice industry

Abstract

The aims of this study is to explain the factor affecting the intention to adopt self-service technology (SSTs) in various restaurant settings in the foodservice industry. Self-service technology is the innovative technology which allows consumers to create service outcome electronically without direct contact from employees. The adoption of SSTs has been subjected of research in the past years. However, the factors which effect the intention to adopt SSTs among various restaurant settings consumers still lack. To fit with the research, consumers trial of SSTs model which included innovation characteristics and individual differences as antecedents of SSTs intention which complements the technology acceptance model (T.A.M.), unified theory of acceptance and use of technology (UTAUT) and UTAUT2 by adding restaurants type was adopted and modified by incorporating intention to adopt that acts as the dependent variable. This study proposed a quantitative research using a questionnaire which will be collect from consumers in selected restaurant area Klang Valley who have an experienced used the SSTs. At the end of the research, the results are hoped to benefit the industry practitioners in terms of consumer's adoption and preferences especially on SSTs to develop appropriate operational strategies using the digital technology platform.