• Nasser Ali M Khalufi School of Management, Universiti Sains Malaysia, Pulau Pinang, MALAYSIA
  • Khairul Anuar Mohammad Shah School of Management, Universiti Sains Malaysia, Pulau Pinang, MALAYSIA
  • Mohammed Basendwah School of Housing, Building and Planning, Universiti Sains Malaysia, Pulau Pinang, MALAYSIA


This research investigated the effect of factors that significantly contributes to consumers intention to use self-service technologies and simultaneously dig deeper into the factors which are related to the SSTs in retail industry focusing on self-service ordering kiosks in fast food restaurants. This study reviewed the literature on the consumers intention and adoption of SST throughout retail industry and similar technologies. A Sample of 204 respondents was surveyed to finds the factors that influence the consumer intention to use self-service technology in Saudi Arabia retail industry focusing on self-service ordering kiosks in fast food restaurants based on the constructed relationship, this study based on the Innovation Diffusion Theory and Technology Acceptance Model. Factor analysis and multiple regressions were applied to get the results. In this study, it was found that the overall consumer intention to use self-service technology is significantly influenced by factors namely Performance, Convenient, Social influence, Trust and reliability, and Facilitating Condition. The findings would help the researchers, retailer, and consumers to make sustainable decisions in the studying, adopting, and using of self-service technology. The results also figured out certain applicable suggestions that could benefit the fast-food restaurants in using more services to attract customers in the long run. This study recommends academicians and scholars evaluate the previous knowledge on the factors of Performance, Convenient, Social influence, Trust and reliability, and Facilitating Condition, and consumers intention to use self-service technology in other industries and look for some environmental and cultural factors inability to predict changes in consumers intention.


Abdullah, D, Jayaraman, K., Kamal, S. B. M., and Md Nor, N., (2016), A Conceptual Model of Interactive Hotel Website: The Role of Perceived Website Interactivity and Customer Perceived Value Toward Website Revisit Intention. Procedia Economics and Finance 37, 170– 175
Barbieri, L., F. Bruno, and Muzzupappa M., (2017). Virtual Museum System Evaluation through User Studies, Journal of Cultural Heritage, 26,101–8
Bennett D., (2020), Relationships between Initial COVID-19 Risk Perceptions and Protective Health Behaviors: A National Survey.” American Journal of Preventive Medicine, 59 (2), 157−67
Bogicevic, V., Seo S., Kandampully J., Liu S., and Rudd N., (2019), Virtual Reality Presence as a Preamble of Tourism Experience: The Role of Mental Imagery. Tourism Management, 74,55–64
Boon-itt, S., (2015), Managing self-service technology service quality to enhance e-satisfaction. International Journal of Quality and Service Sciences, 7, 373-391
Carvajal, D., Morita M., and Bilmes, G. (2020), Virtual Museums. Captured Reality and 3D Modelling, Journal of Cultural Heritage, 45,234–39
Chiao, H., Chen Y., and Huang W., (2018), Examining the Usability of an Online Virtual Tour-Guiding Platform for Cultural Tourism Education, Journal of Hospitality, Leisure, Sport & Tourism Education, 2, 29–38
Chien, P., Sharifpour M., Ritchie B., and Watson B., (2017), Travelers’ Health Risk Perceptions and Protective Behavior: A Psychological Approach. Journal of Travel Research, 56 (6), 744–59
Chung N., Lee H., Kim J. Y., and Koo C., (2018), the Role of Augmented Reality for Experience-Influenced Environments: The Case of Cultural Heritage Tourism in Korea, Journal of Travel Research, 57 (5): 627–43.
Chung, N., Han H., and Joun Y., (2015), Tourists’ Intention to Visit a Destination: The Role of Augmented Reality (AR) Application for a Heritage Site, Computers in Human Behavior, 50,588–99
Considine, E. & Cormican, K., (2016), Self-service Technology Adoption: An Analysis of Customer to Technology Interactions. Procedia Computer Science. 100, 103-109
Deng, X., Unnava H., and Lee H., (2019), Too True to Be Good? When Virtual Reality Decreases Interest in Actual Reality, Journal of Business Research, 100,561–70
El-Said O., and Aziz H., (2019), Egypt’s Competitiveness: Empirical Examination of the Relationship between Destination Attributes, Tourist Satisfaction and Behavioral Intentions among Hotel Guests.” Tourism and Hospitality Management, 25 (1), 53–73
Gures, N., Inan, H. & Arslan, S., (2018), Assessing the self-service technology usage of Y-Generation in airline services, Journal of Air Transport Management, 71, 215-219
Ioannides D. and Gyimóthy S., 2020, The COVID-19 Crisis as an Opportunity for Escaping the Unsustainable Global Tourism Path, Tourism Geographies, 22 (3): 624–32
Jeong, M., and Shin H.H., (2020), Tourists’ Experiences with Smart Tourism Technology at Smart Destinations and Their Behavior Intentions, Journal of Travel Research 59 (8), 1464–77
Kaushik, A., Agrawal A., and Rahman Z., (2015)., Tourist Behaviour towards Self-Service Hotel Technology Adoption: Trust and Subjective Norm as Key Antecedents, Tourism Management Perspectives, 16,278–89
Kim, M. J., Lee C. K., and Jung T., (2020), Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model, Journal of Travel Research, 59 (1), 69–89
Kim, M., and Hall C., (2019), A Hedonic Motivation Model in Virtual Reality Tourism: Comparing Visitors and Non-visitors, International Journal of Information Management 46,236–49
Kum F. Y., Wang X., Ma F., Wong Y. D., (2019), The determinants of customers’ intention to use smart lockers for last-mile deliveries, Journal of Retailing and Consumer Services,49, 316-326
Li, T., and Chen Y., (2019), Will Virtual Reality Be a Double-Edged Sword? Exploring the Moderation Effects of the Expected Enjoyment of a Destination on Travel Intention, Journal of Destination Marketing & Management, 12,15–26
Lunardo, R., and Ponsignon F., (2019), Achieving Immersion in the Tourism Experience: The Role of Autonomy, Temporal Dissociation, and Reactance, Journal of Travel Research, 59 (7), 1151–67
Mah, O., Yan Y., Tan J., Tan Y., Tay G., Chiam D., Wang Y., and Feng C., (2019), Generating a Virtual Tour for the Preservation of the (In)tangible Cultural Heritage of Tampines Chinese Temple in Singapore, Journal of Cultural Heritage, 39,202–11
Manis, K., and Choi D., (2019), The Virtual Reality Hardware Acceptance Model (VR-HAM): Extending and Individuating the Technology Acceptance Model (TAM) for Virtual Reality Hardware, Journal of Business Research, 100,503–13
Marangunić, N., and Granić A., (2015), Technology Acceptance Model: A Literature Review from 1986 to 2013. Universal Access in the Information Society, 14 (1): 81–95
Ruan, W., S. Kang, and Song H., (2020), Applying Protection Motivation Theory to Understand International Tourists’ Behavioural Intentions under the Threat of Air Pollution: A Case of Beijing, China.” Current Issues in Asian Tourism, 23 (16), 2027–4
Scherer, A. & Wünderlich, N. & Wangenheim, F., (2015), the Value of Self-Service: Long-Term Effects of Technology-Based Self-Service Usage on Customer Retention. MIS Quarterly, 39, 177-200
Schweibenz, W., (2019), The Virtual Museum: An Overview of Its Origins, Concepts, and Terminology, Museum Review, 4 (1), 1–28
Sigala, M., (2020), Tourism and COVID-19: Impacts and Implications for Advancing and Resetting Industry and Research, Journal of Business Research, 117,312–21
Spielmann, N., and Mantonakis A., (2018), In Virtuo: How User-Driven Interactivity in Virtual Tours Leads to Attitude Change. Journal of Business Research, 88,255–64
Srivatsa S., Rahul R. (2021), Moving towards “mobile warehouse”: Last-mile logistics during COVID-19 and beyond, Transportation Research Interdisciplinary Perspectives,10, 100339
Tussyadiah, I., Wang D., Jung T., and Dieck M., (2018), Virtual Reality, Presence, and Attitude Change: Empirical Evidence from Tourism, Tourism Management 66,140–54
Wang, J., Liu-Lastres B., Ritchie B. W., and Pan D. Z., (2019), Risk Reduction and Adventure Tourism Safety: An Extension of the Risk Perception Attitude Framework (RPAF), Tourism Management, 74,247–57
Xia, M., Zhang Y., and Zhang C., (2018), A TAM-Based Approach to Explore the Effect of Online Experience on Destination Image: A Smartphone User’s Perspective, Journal of Destination Marketing and Management, 8,259–70
Zeng, Z., Chen P., and Lew A., (2020), From High-Touch to High-Tech: COVID-19 Drives Robotics Adoption, Tourism Geographies 22 (3), 724–34
How to Cite
M KHALUFI, Nasser Ali; MOHAMMAD SHAH, Khairul Anuar; BASENDWAH, Mohammed. FACTORS INFLUENCING CONSUMER INTENTION TO USE SELF-SERVICE ORDERING KIOSKS IN FAST FOOD RESTAURANTS IN SAUDI ARABIA RETAIL INDUSTRY. International Journal of Business and Economy, [S.l.], v. 4, n. 2, p. 113-124, june 2022. ISSN 2682-8359. Available at: <https://myjms.mohe.gov.my/index.php/ijbec/article/view/18701>. Date accessed: 26 feb. 2024.