Published date: Apr 05 2024

Journal Title: KnE Social Sciences

Issue title: Brawijaya International Conference on Business Administration, Taxation, and Tourism (BICBATT 2023)

Pages: 67–83

DOI: 10.18502/kss.v9i11.15757

‎ ‎‎WiyataDepartment of Business Administration, Brawijaya University, Malang 65145, Indonesia

Datu Kusuma Arya Roziqinwiyata@ub.ac.idDepartment of Business Administration, Brawijaya University, Malang 65145, Indonesia

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

[1] Meuter ML, Ostrom AL, Roundtree RI, Bitner MJ. Self-service technologies: Understanding customer satisfaction with technology-based service encounters. Journal of Marketing. 2000;64(3):50-64. https://doi.org/10.1509/jmkg.64.3.50.18024

[2] Agmasari S. Hindari risiko virus corona, KFC Indonesia terapkan pay n pick dan mesin self service [Internet]. Jakarta: Kompas; 2020 [cited 2023 Nov 23]. Available from: https://travel.kompas.com/read/2020/03/22/130900227/hindaririsiko- virus-corona-kfc-indonesia-terapkan-pay-n-pick-dan-mesin-self.

[3] Kazancoglu I, Yarimoglu EK. How food retailing changed in Turkey: Spread of self-service technologies. British Food Journal. 2018;120(2):290-308. https://doi.org/10.1108/BFJ-03-2017-0189

[4] Na TK, Yang JY, Lee SH. Determinants of behavioral intention of the use of self-order kiosks in fast-food restaurants: Focus on the moderating effect of difference age. SAGE Open. 2021;11(3):215824402110319. https://doi.org/10.1177/21582440211031907

[5] Bulmer S, Elms J, Moore S. Exploring the adoption of self-service checkouts and the associated social obligations of shopping practices. Journal of Retailing and Consumer Services. 2018;42:107-116. https://doi.org/10.1016/j.jretconser.2018.01.016

[6] Venkatesh V, Morris MG, Davis G, Davis FD. User acceptance of information technology: Toward a unified view. MIS Quarterly. 2003;27(3):425-478. https://doi.org/10.2307/30036540

[7] Althuizen N. Using structural technology acceptance models to segment intended users of a new technology: Propositions and an empirical illustration. Information Systems Journal. 2018;28(5):879-904. https://doi.org/10.1111/isj.12172

[8] El-Masri M, Tarhini A. Factors affecting the adoption of e-learning systems in Qatar and USA: Extending the unified theory of acceptance and use of technology 2 (UTAUT2). Educational Technology Research and Development. 2017;65(3):743-763. https://doi.org/10.1007/s11423-016-9508-8

[9] Kohnke A, Cole ML, Bush R. Incorporating utaut predictors for understanding home care patients’ and clinician’s acceptance of healthcare telemedicine equipment. Journal of Technology Management and Innovation. 2014;9(2):29-41. https://doi.org/10.4067/S0718-27242014000200003

[10] Gelbrich K, Sattler B. Anxiety, crowding, and time pressure in public selfservice technology acceptance. Journal of Services Marketing. 2014;28(1):82-94. https://doi.org/10.1108/JSM-02-2012-0051

[11] Siwela B, Ebewo PE, Faku EM. Customer acceptance of self-service technology at fast service restaurants in Tshwane. Journal of Management and Entrepreneurship Research. 2022;3(1):26-45. https://doi.org/10.34001/jmer.2022.6.03.1-26

[12] Jeon HM, Sung HJ, Kim HY. Customers’ acceptance intention of self-service technology of restaurant industry: Expanding UTAUT with perceived risk and innovativeness. Service Business. 2020;14(4):533-551. https://doi.org/10.1007/s11628- 020-00425-6

[13] Muktamarisa S, Afiff AZ. Customers’ acceptance intention of self-service technology in casual dining restaurant: Expanding UTAUT with perceived risk and perceived vulnerability. Proceeding of the International Conference on Family Business and Entrepreneurship. 2022;3(1). https://doi.org/10.33021/icfbe.v3i1.3802

[14] Seo KH. A study on the application of Kiosk service as the workplace flexibility: The determinants of expanded technology adoption and trust of quick service restaurant customers. Sustainability. 2020;12(21):8790. https://doi.org/10.3390/su12218790

[15] Limayem M, Hirt SG, Cheung CMK. How habit limits the predictive power of intention: The case of information systems continuance. MIS Quarterly. 2007;31(4):705-737. https://doi.org/10.2307/25148817

[16] Verplanken B, Walker I, Davis A, Jurasek M. Context change and travel mode choice: Combining the habit discontinuity and self-activation hypotheses. Journal of Environmental Psychology. 2008;28(2):121-127. https://doi.org/10.1016/j.jenvp.2007.10.005

[17] Venkatesh V, Thong JYL, Xu X. Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly. 2012;36(1):157-178. https://doi.org/10.2307/41410412

[18] Saadé RG, Kira D. Computer anxiety in e-learning: The effect of computer selfefficacy. Journal of Information Technology Education: Research. 2009;8(1):177-191.

[19] Igbaria M, Chakrabarti A. Computer anxiety and attitudes towards microcomputer use. Behaviour & Information Technology. 1990;9(3):229-241. https://doi.org/10.1080/01449299008924239

[20] Saadé RG, Kira D. The emotional state of technology acceptance. Issues in Informing Science & Information Technology. 2006;3:529-540.

[21] Bradley G, Russell G. Computer experience, school support and computer anxieties. Educational Psychology. 1997;17(3):267-284. https://doi.org/10.1080/0144341970170303

[22] Rogers EM. Diffusion of innovations. New York: Free Press; 2003.

[23] Ajzen I. The theory of planned behavior. Organizational Behavior and Human Decision Processes. 1991;50(2):179-211. https://doi.org/10.1016/0749-5978(91)90020- T

[24] Davis FD. Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly. 1989;13(3):319-340. https://doi.org/10.2307/249008

[25] Agarwal R, Karahanna E. Time flies when you’re having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly. 2000;24(4):665-694. https://doi.org/10.2307/3250951

[26] Ouellette JA, Wood W. Habit and intention in everyday life: The multiple processes by which past behavior predicts future behavior. Psychological Bulletin. 1998;124(1):54- 74. https://doi.org/10.1037/0033-2909.124.1.54

[27] Gupta A, Dogra N, George B. What determines tourist adoption of smartphone apps?: An analysis based on the UTAUT-2 framework. Journal of Hospitality and Tourism Technology. 2018;9(1):50-64. https://doi.org/10.1108/JHTT-02-2017-0013

[28] Mahendra YAS, Winarno WW, Santosa PI. Pengaruh perceived security terhadap pengadopsian in-app purchase pada aplikasi mobile. Jurnal Nasional Teknik Elektro dan Teknologi Informasi. 2017;6(2):184-193.

[29] Maican CI, Cazan A-M, Lixandroiu RC, Dovleac L. A study on academic staff personality and technology acceptance: The case of communication and collaboration applications. Computers & Education. 2019;128:113-131. https://doi.org/10.1016/j.compedu.2018.09.010

[30] Bandura A. Social foundations of thought and action: A social cognitive theory. Upper Saddle River, NJ: Prentice-Hall, Inc; 1986.

[31] Compeau D, Higgins CA, Huff S. Social cognitive theory and individual reactions to computing technology: A longitudinal study. MIS Quarterly. 1999;23(2):145-158. https://doi.org/10.2307/249749

[32] Podsakoff PM, Organ DW. Self-reports in organizational research: Problems and prospects. Journal of Management. 1986;12(4):531-544. https://doi.org/10.1177/014920638601200408

[33] Putra DR, Supelti D, Yusuf A. Analisis penerapan aplikasi OVO menggunakan model utaut 3 pada pengguna. Journal of Technology, Mathematics and Social Science. 2022;1(2):13-22.

[34] Kwateng KO, Atiemo KAO, Appiah C. Acceptance and use of mobile banking: An application of UTAUT2. Journal of Enterprise Information Management. 2018;32(1):118-151. https://doi.org/10.1108/JEIM-03-2018-0055