Investigating the net benefits of contactless technologies in quick-service restaurants: the moderating roles of social interaction anxiety and language proficiency

Kyung Young Lee · Soo Il Shin · Sung‐Byung Yang

15 citations0/0 files storedInternet Research

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Health, Technology, Consumer Behavior

Abstract

Purpose This study aims to apply the information system success model (ISSM) to examine the relationships among actual use, use continuance intention, user satisfaction and net benefits in the context of quick-service restaurant (QSR) patrons using two contactless technologies (CT): self-service kiosks (SSK) and mobile applications (MA) for food ordering. The study also investigates the moderating roles of social interaction anxiety (SIA) and language proficiency (LP) in the abovementioned relationships. Design/methodology/approach Survey data from 421 QSR patrons with experience using McDonald's SSK and MA were collected and analyzed through a seemingly unrelated regressions (SUR) technique. Findings Research findings reveal positive associations among actual use, use continuance intention and satisfaction with CT (i.e. SSK and MA). The actual use and satisfaction with CT are positively associated with individual benefits, leading to improved patron satisfaction with QSR. Findings also reveal that, in the case of MA, SIA positively moderates relationships between actual use/satisfaction and individual benefits and between satisfaction and organizational benefit, while LP shows negative moderating effects on those relationships. Originality/value This study is one of the first attempts to present empirical evidence of constructs in the ISSM (actual use, use continuance intention, satisfaction and individual/organizational benefits) in the context of QSR patrons using SSK and MA. It also shows that using MA can address some patrons' psychological problems interacting with others in their food-ordering processes.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2003The DeLone and McLean Model of Information Systems Success: A Ten-Year Update 1992Information Systems Success: The Quest for the Dependent Variable 2001Understanding Information Systems Continuance: An Expectation-Confirmation Model1 1998Development and validation of measures of social phobia scrutiny fear and social interaction anxiety11Editor’s note: This article was written before the development of some contemporary measures of social phobia, such as the Social Phobia and Anxiety Inventory (Turner et al., 1989). We have invited this article for publication because of the growing interest in the scales described therein. S.T.2005A Practical Guide To Factorial Validity Using PLS-Graph: Tutorial And Annotated Example 2000Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters

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