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

Kyung Young Lee (Rowe School of Business, Faculty of Management, Dalhousie University, Halifax, Canada)
Sumin Han (Auburn University, Auburn, Alabama, USA)
Soo Il Shin (Coles College of Business, Kennesaw State University, Kennesaw, Georgia, USA)
Sung-Byung Yang (School of Management, Kyung Hee University, Seoul, South Korea)

Internet Research

ISSN: 1066-2243

Article publication date: 31 May 2022

Issue publication date: 28 March 2023

1144

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.

Keywords

Acknowledgements

This paper forms part of a special section “The Role of Digital Technologies in New Normal: The Emergence of Contactless Digital Technologies and Services”, guest edited by Younghoon Chang, One-Ki Daniel Lee, Jaehyun Park and Juyeon Ham.

This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2020S1A5B8103855).

Citation

Lee, K.Y., Han, S., Shin, S.I. and Yang, S.-B. (2023), "Investigating the net benefits of contactless technologies in quick-service restaurants: the moderating roles of social interaction anxiety and language proficiency", Internet Research, Vol. 33 No. 1, pp. 308-343. https://doi.org/10.1108/INTR-07-2021-0462

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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