Digital Menus and Customer Revisit Intentions: Insights from Klang Valley Restaurants Using an Extended TAM Framework
Keywords:
Digital menu, Technology Acceptance Model (TAM), perceived security, perceived enjoyment
Abstract
The study investigates the effect of digital menus on customers' revisit intention to restaurants within Klang Valley, employing the Technology Acceptance Model (TAM). Although digital menus improve convenience by enabling customers to explore options and access information, challenges such as privacy concerns and usability, especially for the elderly, remain prevalent. A quantitative study online was conducted with 122 respondents who had experience using digital menus at various restaurants in Klang Valley. This study examined consumer acceptance about perceived security, usefulness, ease of use, and enjoyment, and how these factors affect their tendency to return. The study demonstrates that perceived enjoyment significantly affects intentions to revisit, although security, usefulness, and ease of use do not. This indicates that customer satisfaction is primarily influenced by the enjoyment derived from the ordering experience rather than practical considerations. Future research should identify ways to improve the digital dining experience, particularly for individuals facing usability difficulties.
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References
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Bawazir, A. A., Kamal, A., Lean, G. L., Lee, L., Ng Seong Kai, Sarina Mohamad Nor, & Aina, P. (2023). Factors Affecting Consumer Acceptance of E-Menu in the Klang Valley Restaurant sector in Malaysia. International Journal of Academic Research in Business & Social Sciences, 13(6). Https://doi.org/10.6007/ijarbss/v13-i6/17108
Brewer, P., & Sebby, A. G. (2021). The effect of online restaurant menus on consumers’ purchase intentions during the COVID-19 pandemic. International Journal of Hospitality Management, 94(102777), https://doi.org/10.1016/j.ijhm.2020.102777
Cho, M., Bonn, M., & Li, J (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. International Journal of Hospitality Management, 77,108–116.
Davis, F. D., Bagozzi, R. P., & Warshaw, P.R. (1989). User Acceptance of Computer Technology: a Comparison of Two Theoretical Models. Management Science, 35 (8), 982-1003. Https://doi.org/10.1287/mnsc.35.8.982
Foroughi, B., Yadegaridehkordi, E., Iranmanesh, M., Sukcharoen, T., Ghobakhlo, M. and Nilashi, M. (2024), "Determinants of continuance intention to use food delivery apps: findings from PLS and fsQCA", International Journal of Contemporary Hospitality Management, 36 (4), 1235-1261. https://doi.org/10.1108/IJCHM-10-2022-1209
Garg, Anshul. (2021). The Technology Acceptance and Use of Tablet Menu among Young Adults: An Empirical Study based on UTAUT 2 Model. International Journal of Hospitality & Tourism Systems, 14(1). Available at SSRN: https://ssrn.com/abstract=3809622
Hair, J. F. (2010). Multivariate Data Analysis (7th ed.). Prentice Hall Regents. https: / /books.google.com.my /books?id= JIRaAAAA Y AAJ &source=gbs_book_other_ versions
Han, S., Roy, P. K., Hossain, M. I., Byun, K.-H., Choi, C., & Ha, S.-D. (2021). COVID-19 pandemic crisis and food safety: Implications and inactivation strategies. Trends in Food Science & Technology, 109, 25–36. https://doi.org/10.1016/j.tifs.2021.01.004
Hasan, A. A.-T., Sumon, S. M., Islam, Md. T., & Hossain, M. S. (2021). Factors influencing online shopping intentions: The mediating role of perceived enjoyment. Turkish Journal of Marketing, 6(3), 239–253. Https://doi.org/10.30685/tujom.v6i3.132
Mapaly, H.A., Salaki, R.J., & Salvius, P.L. (2023). Digital Congregation News Android Based in The Christian Evangelical Church in Minahasa. Journal of Engineering Electrical and Informatics, 3(1), 11-21
Iskender, A., Sirakaya-Turk, E., Cardenas, D., & Harrill, R. (2022). COVID or VOID: A systematic literature review of technology adoption and acceptance in hospitality and tourism since the breakout of COVID-19. Tourism and Hospitality Research, 24(1), 95-114. https://doi.org/10.1177/14673584221133667
Khan, M., Adil, S. F., Alkhathlan, H. Z., Tahir, M. N., Saif, S., Khan, M., & Khan, S. T. (2020). COVID-19: A Global Challenge with Old History, Epidemiology and Progress so far. Molecules, 26, 39. https://doi.org/10.3390/molecules26010039
Khan, W., & Abideen. Z.U.I. (2023). Effects of behavioral intention on usage behavior of digital wallet: the mediating role of perceived risk and moderating role of perceived service quality and perceived trust. Future Business Journal, 9(1). Https://doi.org/10.1186/s43093-023-00242-z
Kim, J.-K., Yang, J.-J., & Lee, Y.K. (2023). How Do Self-Service Kiosks Improve COVID-19 Pandemic Resilience in the Restaurant Industry? Sustainability, 15(13), 10168. https://doi.org/10.3390/su151310168
Labus, P., & Jelovac, D. (2022). Restaurants: Applying an Extended Technology Acceptance Model. Acta Turistica, 34(1), 51–82. Https://doi.org/10.22598/at/2022.34.1.51
Lin, J. A., Hartman-Munick, S. M., Kells, M. R., Milliren, C. E., Slater, W. A., Woods, E. R., Forman, S. F., & Richmond, T. K. (2021). The Impact of the COVID-19 Pandemic on the Number of Adolescents/Young Adults Seeking Eating-Disorder-Related Care. Journal of Adolescent Health, 69(4), 660–663. https://doi.org/10.1016/j.jadohealth.2021.05.019
Mccain, S., Ward, D., McGoohan, K., Richards, H., Fiore, B., Hakeem, A., Farid, S., Pollard, S., Lodge, P., Toogood G., Attia, M., Vijayanand, D., Upasani, V., & Prasad, K. R. (2022). The COVID-19 Pandemic Has Had a Significant Impact on the Quantity and Quality of Liver Cancer Surgery - Reality or Myth? HPB, 24, S211. https://doi.org/10.1016/j.hpb.2022.05.435
Mohamed, H., Hasanein, A., & Saad, S. (2022). The Impact of Digital Menus on Customer Behavioral Intentions in Casual Dining Restaurants: Mediating Role of Customer Satisfaction. International Academic Journal Faculty of Tourism and Hotel Management, 8(2), 49–73. Https://doi.org/10.21608/ijaf.2022.302807
Mois, G., & Beer, J. M. (2020). Robotics to support aging in place. Living with Robots, 49– 74. Https://doi.org/10.1016/b978-0-12-815367-3.00003-7
Noor, S., & Golzar, J. (2022). Simple Random Sampling. IJELS, 1(2), 1. Https://www.ijels.net/article_162982_c72b367615dfd1f4d7bd9d4ff60cbef6.pdf
Paez, E.L., & Zapata Del Río, C. (2019). Elderly Users and Their Main Challenges Usability with Mobile Applications: A Systematic Review. Design, User Experience, and Usability. Design Philosophy and Theory, 423–438. Https://doi.org/10.1007/978- 3-030-23570-3_31
Paramita, D. A., & Hidayat, A. (2023). The effect of perceived ease of use, perceived usefulness, and perceived benefits on interest in using Bank Syariah Indonesia mobile banking. International Journal of Research in Business and Social Science (2147- 4478), 12(5), 01–09. https://doi.org/10.20525/ijrbs.v12i5.2643
Paszkiewicz, A., Salach, M., Dymora, P., Bolanowski, M., Budzik, G., & Kubiak, P. (2021). Methodology of Implementing Virtual Reality in Education for Industry 4.0. Sustainability, 13(9), 5049. https://doi.org/10.3390/su13095049
Pearl M.C. Lin, Peng, K.-L., Ching, W., Hanqin Qiu Zhang, & Deng, C. (2023). Digital menus, innovation diffusion and transformation process of consumer behavior. Journal of Hospitality and Tourism Technology, 14 (3). https://doi.org/10.1108/jhtt-07-2021-0217
?ahin, E. (2020). An Evaluation of Digital Menu Types and Their Advantages. Journal of Tourism and Gastronomy Studies, 8(4), 2374–2386. https://doi.org/10.21325/jotags.2020.716
Salkind, N. J. (2015). Encyclopedia of Measurement and Statistics (3rd ed.). SAGE Publications.
https: j /us.sagepub.com/ en-us/nam/ encyclopedia-of-measurement-and-statistics/book2 2 7214
Ozturkcan, S., & Kitapci, O. (2023). A sustainable solution for the hospitality industry: The QR code menus. Journal of Information Technology Teaching Cases, 0(0), 1-6. https://doi.org/10.1177/20438869231181599
Seo, K. H., & Lee, J. H. (2021). The Emergence of Service Robots at Restaurants: Integrating Trust, Perceived Risk, and Satisfaction. Sustainability, 13(8), 4431. https://doi.org/10.3390/su13084431
Sudono, F. S., Adiwijaya, M., & Siagian, H. (2020). The Influence of Perceived Security and Perceived Enjoyment on Intention To Use with Attitude Towards Use as Intervening Variable on Mobile Payment Customer in Surabaya. Petra International Journal of Business Studies, 3(1), 37–46. https://doi.org/10.9744/ijbs.3.1.37-46
Tan, T. (2021). Digital menu for restaurants in Finland as a saas web application: definition, functionality, feasibility. Retrieved May 17, 2022, from https://www.theseus.fi/bitstream/handle/10024/500243/timurtan2021.pdf?Sequence = 2&isallowed=y
Toqeer, A., Alghamdi, T., & Nadeem, A. (2021). Cyber Security Intelligence and Ethereum Blockchain Technology for E-commerce Related Papers: A Comparative
Venkatesh, N., Morris, N., Davis, N., & Davis, N. (2003). User acceptance of information Technology: toward a unified view. MIS Quarterly, 27(3), 425. https://doi.org/10.2307/30036540
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
Yim, M. Y. C., & Yoo, C. Y. (2020). Are digital menus better than traditional menus? The mediating role of consumption visions and menu enjoyment. Journal of Interactive Marketing, 50(1), 65-80.
Alalwan, A. A. (2020). Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse. International Journal of Information Management, 50, 28-44
Baudier, P., Kondrateva, G., Ammi, C., Chang, V., & Schiavone, F. (2022). Digital transformation of healthcare during the COVID-19 pandemic: Patients’ teleconsultation acceptance and trusting beliefs. Technovation, 120, 102547. https://doi.org/10.1016/j.technovation.2022.102547
Bawazir, A. A., Kamal, A., Lean, G. L., Lee, L., Ng Seong Kai, Sarina Mohamad Nor, & Aina, P. (2023). Factors Affecting Consumer Acceptance of E-Menu in the Klang Valley Restaurant sector in Malaysia. International Journal of Academic Research in Business & Social Sciences, 13(6). Https://doi.org/10.6007/ijarbss/v13-i6/17108
Brewer, P., & Sebby, A. G. (2021). The effect of online restaurant menus on consumers’ purchase intentions during the COVID-19 pandemic. International Journal of Hospitality Management, 94(102777), https://doi.org/10.1016/j.ijhm.2020.102777
Cho, M., Bonn, M., & Li, J (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. International Journal of Hospitality Management, 77,108–116.
Davis, F. D., Bagozzi, R. P., & Warshaw, P.R. (1989). User Acceptance of Computer Technology: a Comparison of Two Theoretical Models. Management Science, 35 (8), 982-1003. Https://doi.org/10.1287/mnsc.35.8.982
Foroughi, B., Yadegaridehkordi, E., Iranmanesh, M., Sukcharoen, T., Ghobakhlo, M. and Nilashi, M. (2024), "Determinants of continuance intention to use food delivery apps: findings from PLS and fsQCA", International Journal of Contemporary Hospitality Management, 36 (4), 1235-1261. https://doi.org/10.1108/IJCHM-10-2022-1209
Garg, Anshul. (2021). The Technology Acceptance and Use of Tablet Menu among Young Adults: An Empirical Study based on UTAUT 2 Model. International Journal of Hospitality & Tourism Systems, 14(1). Available at SSRN: https://ssrn.com/abstract=3809622
Hair, J. F. (2010). Multivariate Data Analysis (7th ed.). Prentice Hall Regents. https: / /books.google.com.my /books?id= JIRaAAAA Y AAJ &source=gbs_book_other_ versions
Han, S., Roy, P. K., Hossain, M. I., Byun, K.-H., Choi, C., & Ha, S.-D. (2021). COVID-19 pandemic crisis and food safety: Implications and inactivation strategies. Trends in Food Science & Technology, 109, 25–36. https://doi.org/10.1016/j.tifs.2021.01.004
Hasan, A. A.-T., Sumon, S. M., Islam, Md. T., & Hossain, M. S. (2021). Factors influencing online shopping intentions: The mediating role of perceived enjoyment. Turkish Journal of Marketing, 6(3), 239–253. Https://doi.org/10.30685/tujom.v6i3.132
Mapaly, H.A., Salaki, R.J., & Salvius, P.L. (2023). Digital Congregation News Android Based in The Christian Evangelical Church in Minahasa. Journal of Engineering Electrical and Informatics, 3(1), 11-21
Iskender, A., Sirakaya-Turk, E., Cardenas, D., & Harrill, R. (2022). COVID or VOID: A systematic literature review of technology adoption and acceptance in hospitality and tourism since the breakout of COVID-19. Tourism and Hospitality Research, 24(1), 95-114. https://doi.org/10.1177/14673584221133667
Khan, M., Adil, S. F., Alkhathlan, H. Z., Tahir, M. N., Saif, S., Khan, M., & Khan, S. T. (2020). COVID-19: A Global Challenge with Old History, Epidemiology and Progress so far. Molecules, 26, 39. https://doi.org/10.3390/molecules26010039
Khan, W., & Abideen. Z.U.I. (2023). Effects of behavioral intention on usage behavior of digital wallet: the mediating role of perceived risk and moderating role of perceived service quality and perceived trust. Future Business Journal, 9(1). Https://doi.org/10.1186/s43093-023-00242-z
Kim, J.-K., Yang, J.-J., & Lee, Y.K. (2023). How Do Self-Service Kiosks Improve COVID-19 Pandemic Resilience in the Restaurant Industry? Sustainability, 15(13), 10168. https://doi.org/10.3390/su151310168
Labus, P., & Jelovac, D. (2022). Restaurants: Applying an Extended Technology Acceptance Model. Acta Turistica, 34(1), 51–82. Https://doi.org/10.22598/at/2022.34.1.51
Lin, J. A., Hartman-Munick, S. M., Kells, M. R., Milliren, C. E., Slater, W. A., Woods, E. R., Forman, S. F., & Richmond, T. K. (2021). The Impact of the COVID-19 Pandemic on the Number of Adolescents/Young Adults Seeking Eating-Disorder-Related Care. Journal of Adolescent Health, 69(4), 660–663. https://doi.org/10.1016/j.jadohealth.2021.05.019
Mccain, S., Ward, D., McGoohan, K., Richards, H., Fiore, B., Hakeem, A., Farid, S., Pollard, S., Lodge, P., Toogood G., Attia, M., Vijayanand, D., Upasani, V., & Prasad, K. R. (2022). The COVID-19 Pandemic Has Had a Significant Impact on the Quantity and Quality of Liver Cancer Surgery - Reality or Myth? HPB, 24, S211. https://doi.org/10.1016/j.hpb.2022.05.435
Mohamed, H., Hasanein, A., & Saad, S. (2022). The Impact of Digital Menus on Customer Behavioral Intentions in Casual Dining Restaurants: Mediating Role of Customer Satisfaction. International Academic Journal Faculty of Tourism and Hotel Management, 8(2), 49–73. Https://doi.org/10.21608/ijaf.2022.302807
Mois, G., & Beer, J. M. (2020). Robotics to support aging in place. Living with Robots, 49– 74. Https://doi.org/10.1016/b978-0-12-815367-3.00003-7
Noor, S., & Golzar, J. (2022). Simple Random Sampling. IJELS, 1(2), 1. Https://www.ijels.net/article_162982_c72b367615dfd1f4d7bd9d4ff60cbef6.pdf
Paez, E.L., & Zapata Del Río, C. (2019). Elderly Users and Their Main Challenges Usability with Mobile Applications: A Systematic Review. Design, User Experience, and Usability. Design Philosophy and Theory, 423–438. Https://doi.org/10.1007/978- 3-030-23570-3_31
Paramita, D. A., & Hidayat, A. (2023). The effect of perceived ease of use, perceived usefulness, and perceived benefits on interest in using Bank Syariah Indonesia mobile banking. International Journal of Research in Business and Social Science (2147- 4478), 12(5), 01–09. https://doi.org/10.20525/ijrbs.v12i5.2643
Paszkiewicz, A., Salach, M., Dymora, P., Bolanowski, M., Budzik, G., & Kubiak, P. (2021). Methodology of Implementing Virtual Reality in Education for Industry 4.0. Sustainability, 13(9), 5049. https://doi.org/10.3390/su13095049
Pearl M.C. Lin, Peng, K.-L., Ching, W., Hanqin Qiu Zhang, & Deng, C. (2023). Digital menus, innovation diffusion and transformation process of consumer behavior. Journal of Hospitality and Tourism Technology, 14 (3). https://doi.org/10.1108/jhtt-07-2021-0217
?ahin, E. (2020). An Evaluation of Digital Menu Types and Their Advantages. Journal of Tourism and Gastronomy Studies, 8(4), 2374–2386. https://doi.org/10.21325/jotags.2020.716
Salkind, N. J. (2015). Encyclopedia of Measurement and Statistics (3rd ed.). SAGE Publications.
https: j /us.sagepub.com/ en-us/nam/ encyclopedia-of-measurement-and-statistics/book2 2 7214
Ozturkcan, S., & Kitapci, O. (2023). A sustainable solution for the hospitality industry: The QR code menus. Journal of Information Technology Teaching Cases, 0(0), 1-6. https://doi.org/10.1177/20438869231181599
Seo, K. H., & Lee, J. H. (2021). The Emergence of Service Robots at Restaurants: Integrating Trust, Perceived Risk, and Satisfaction. Sustainability, 13(8), 4431. https://doi.org/10.3390/su13084431
Sudono, F. S., Adiwijaya, M., & Siagian, H. (2020). The Influence of Perceived Security and Perceived Enjoyment on Intention To Use with Attitude Towards Use as Intervening Variable on Mobile Payment Customer in Surabaya. Petra International Journal of Business Studies, 3(1), 37–46. https://doi.org/10.9744/ijbs.3.1.37-46
Tan, T. (2021). Digital menu for restaurants in Finland as a saas web application: definition, functionality, feasibility. Retrieved May 17, 2022, from https://www.theseus.fi/bitstream/handle/10024/500243/timurtan2021.pdf?Sequence = 2&isallowed=y
Toqeer, A., Alghamdi, T., & Nadeem, A. (2021). Cyber Security Intelligence and Ethereum Blockchain Technology for E-commerce Related Papers: A Comparative
Venkatesh, N., Morris, N., Davis, N., & Davis, N. (2003). User acceptance of information Technology: toward a unified view. MIS Quarterly, 27(3), 425. https://doi.org/10.2307/30036540
Venkatesh, V., Thong, J. Y. L., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178. https://doi.org/10.2307/41410412
Yim, M. Y. C., & Yoo, C. Y. (2020). Are digital menus better than traditional menus? The mediating role of consumption visions and menu enjoyment. Journal of Interactive Marketing, 50(1), 65-80.
Published
2025-03-29
How to Cite
Ghazali, N. I., Othman, R., Ngali, N., Rahmat, N., & Abidin, M. Z. (2025). Digital Menus and Customer Revisit Intentions: Insights from Klang Valley Restaurants Using an Extended TAM Framework. Information Management and Business Review, 17(1(I)S), 122-134. https://doi.org/10.22610/imbr.v17i1(I)S.4432
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Research Paper
Copyright (c) 2025 Nur Izzati Ghazali, Rahayu Othman, Norzaidah Ngali, Norazlina Rahmat, Maisara Zainal Abidin
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