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

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.