Self-service kiosk at fast food restaurant: The role of hedonic motivation, performance and effort expectancy

Abstract

This study examines the behavior intention of self-service kiosks at fast
food restaurants based on performance expectancy, effort expectancy, and
hedonic motivation. The study was conducted in Indonesia, through an online
survey, yielding 110 valid responses from those who had experienced using
self-service kiosks from one of five fast food restaurants. The findings revealed
that despite having used self-service kiosks at numerous fast food brands,
respondents’ preference was McDonald’s. This study affirms that customers’
intention to use self-service kiosks is significantly and positively influenced by
hedonic motivation and effort expectancy, but not by performance expectancy.
This indicates that customers’ intention is not significantly impacted by their
perception of self-service kiosks’ usefulness. Further, female customers are
more likely to be influenced by various factors in their intention towards
technology compared to male customers. This research contributes to existing
knowledge on technology adoption, providing restaurants with insights into
market attitudes toward their technology. Moreover, our study suggests that
fast food should focus on creating self-service kiosks not solely as ordering
tools, but also as engaging technology that arouses customers’ feelings
of enjoyment while using it. Also, self-service kiosks should be easy to
navigate with no complicated steps to follow, ensuring they can be easily
used by everyone, including first-time users.