Unveiling the Determinants of Self-Service Technology Adoption: A Case Study of Fast-Food Restaurants in Indonesia

Abstract

This paper delves into the dynamics of self-service technology (SST) with the plan to use it in fast-food restaurants, focusing on pivotal determinants that shape users’ intentions to engage with these technologies. Leveraging the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, the study investigates the influence of various variables such as performance expectancy, effort expectancy, social influence, habit, facilitating condition, and technology anxiety on users’ intentions to use self-service technologies. To gauge consumers’ intentions regarding SST use when ordering food and drinks, we conducted a field survey, with 272 customers participating at one of the largest Kentucky Fried Chicken (KFC) outlets in Indonesia. The findings suggest that certain variables such as habit, influence the desire to integrate SST as well as performance and effort expectancy, whereas facilitating condition and social influence do not exert a significant impact. As anticipated, factors related to technology anxiety impede customers’ intentions to use SST. These findings are anticipated to provide a better understanding of both academic research and practical implications for the use of SST within the fast-food industry.
 Keywords: SST, intention to use, performance expectancy, effort expectancy, social influence, habit, facilitating conditions, technology anxiety