Factors Affecting Consumer Acceptance of E-Menu in The Klang Valley Restaurant Sector in Malaysia

Abstract

The procedure of placing an order for meals could be made easier by using E-Menu. However, the consumers need to have a significant level of trust in the technology that is used in E-Menu which replace humans in taking consumer orders. The purpose of this study aims to explore the factors affecting consumer acceptance of E-Menu in the Klang Valley Restaurant Sector in Malaysia. There are four factors to study which are perceived ease of use, perceived usefulness, perceived trust, and perceived risk. This study is based on quantitative research. Questionnaires were distributed to the consumer in the Klang Valley in Malaysia to understand the factors affecting consumer acceptance of E-Menu. As a result, the study was based on the analysis performed on data from 384 respondents using SPSS system V28. The results find that perceived ease of use, perceived usefulness, and perceived trust show a positive and strong significant relationship with the acceptance of E-Menu. However, there is a positive but weak significant relationship between perceived risk and consumer acceptance of E-Menu. This means that consumers are more concerned about the ease of use, usefulness, and trust that modern technology will bring to them when ordering food at restaurants. On the other hand, perceived risk in the adaption of modern technology is no longer a factor that could impact consumers’ acceptance.

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