Intention of Using Self-Service Kiosk in Fast Food Restaurants amongst Malaysian University Youth: Evaluating the Role of Perceived Usefulness, Ease of Use, Enjoyment and Safety Risk
Keywords:
Perceived Usefulness, Perceived Ease Of Use, Perceived Enjoyment, Perceived Safety Risk, Intention to Use
Abstract
Self-service kiosks (SSKs) are common self-service technology, consisting of a large screen mounted on a pillar from which customers place their food orders. It is a contactless service that was rapidly adopted in fast food operation during Covid 19 pandemic as an effort of minimizing risk of transmission and generally well received by the younger tech savvy population. This study aims to explore fast food SSK usage intention amongst university student population using the Technology Accepted Model with the injection of Perceived Safety Risk as a moderating variable. A total of 400 responses were collected using online questionnaires. Data were analyze using the SEM-PLS method. Perceived usefulness (PU), perceived ease of use (PEOU) and perceived enjoyment (PE) did effect intention to use self-service kiosk. However, Perceived Safety Risk did not have a significant moderating effect towards intention to use. While perceived safety risk may not deter university youths from using self service kiosk, continuous practice of cleaning and sanitizing touchscreen by the fast-food management should be practice even in the post pandemic stage of Covid 19. Periodic software and hardware upgrades will make self service kiosk more user friendly and improve the streamline services at fastfood outlets.
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References
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Gunawardana, MRSS, Kulathunga, D & Perera, WLMV (2015), ‘Impact of Self Service Technology Qualitynon Customer Satisfaction: A Case of Retail Banks in Western Province in Sri Lanka’, Gadjah Mada International Journal of Business,17(1), 1-24.
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Hassan, M. S., & Shaffril, H. A. M. (2009). Internet usage among agro-based entrepreneurs: Can it affect productivity. Agriculture and Social Science, 5(3), 61-66.
Hasanat, M. W., Hoque, A., Shikha, F. A., Anwar, M., Hamid, A. B. A., & Tat, H. H. (2020). The impact of coronavirus (COVID-19) on e-business in Malaysia. Asian Journal of Multidisciplinary Studies, 3(1), 85-90.
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Henseler, J., Hubona, G., & Ray, P. A. (2016). Using PLS path modeling in new technology research: Updated guidelines. Industrial Management & Data Systems, 116(1), 2-20.
Hor, C., Kong, J., Hui, Y. I., Cong, R. A. / P., Sridhar, T., & Kok, A. N. (2020).
Adoption Of Self-Service Technology (Ssts) Towards Customer Spending Behaviour. Unpublished undergraduate thesis. Universiti Tunku Abdul Rahman.
Hsu, C. L., & Lin, J. C. C. (2008). Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation. Information and Management, 45(1), 65–74.
Hulland, J. (1999). Use of partial least squares (PLS) in strategic management research: a review of four recent studies. Strategic Management Journal, 20(2), 195-204.
Iqbal MS, Hassan MU, Habibah U (2018) Impact of self-service technology (SST) service quality on customer loyalty and behavioral intention: the mediating role of customer satisfaction. Cogent Bus Manage, 5(1),1–23.
Jarina, J., Izzaty, S., Puteri, N. R., & Mizaria, S. (2019). Customer Acceptance Towards Self-Service Technology At Mcdonald’s. Unpublished undergraduate thesis. Politeknik Sultan Salahudin Abdul Aziz Shah.
Jeon, H. M., Sung, H. J., & Kim, H. Y. (2020). Customers’ acceptance intention of self service technology of restaurant industry: expanding UTAUT with perceived risk and innovativeness. Service Business, 14(4), 533–551.
Kashif, M., Awang, Z., Walsh, J., & Altaf, U. (2015). I’m loving it but hating US: understanding consumer emotions and perceived service quality of US fast food brands. British Food Journal, 117(9), 2344-2360.
Kalonde, G. (2017). Technology Use in Rural Schools: A Study of a Rural High School Trying to Use iPads in the Classroom. Rural Educator, 38(3), 27-38.
Kamarudin, S., Omar, S. Z., Bolong, J., Osman, M. N., & Mahamed, M. (2019). ICT Development of Community in Rural Areas. International Journal of Academic Research in Business and Social Sciences, 9(9), 118–126.
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Published
2025-09-14
How to Cite
Yan, F. P., Rahman, A. R. A., Baba, N., Md Sabri, M. F., & Jaafar, S. N. (2025). Intention of Using Self-Service Kiosk in Fast Food Restaurants amongst Malaysian University Youth: Evaluating the Role of Perceived Usefulness, Ease of Use, Enjoyment and Safety Risk. Information Management and Business Review, 17(3(I), 494-506. https://doi.org/10.22610/imbr.v17i3(I).4488
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Copyright (c) 2025 Fong Pui Yan, Abdul Rais Abdul Rahman, Noradzhar Baba, Muhammad Fahmi Md Sabri, Siti Nur’afifah Jaafar
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