FACTORS INFLUENCING CONSUMER INTENTION TO USE SELF-SERVICE ORDERING KIOSKS IN FAST FOOD RESTAURANTS IN SAUDI ARABIA RETAIL INDUSTRY

  • 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

Abstract

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.

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Published
2022-06-21
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: 15 aug. 2022.
Section
Articles