PATRONS’ INTENTION TO USE QR CODE MENUS IN KLANG VALLEY RESTAURANTS: UTILISING THE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY 2 (UTAUT2)
DOI:
https://doi.org/10.35631/JTHEM.1145014Keywords:
Patrons’ Intention, QR Code Menus, Restaurant, UTAUT2Abstract
QR code menus are no longer a temporary safety measure but a popular digital transformation tool in the global food and beverage industry as a result of COVID-19. Although QR code menus are increasingly implemented in restaurants, understanding the factors influencing patrons' intention to use this technology remains essential. To address this issue, the present study employs the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), focusing on six UTAUT2 constructs: which is performance expectancy (PE), effort expectancy (EE), social influence (SI), facilitating condition (FC), hedonic motivation (HM) and habit (H), to examine the factors influencing patrons’ intention to use QR code menus. The present study employed a quantitative research methodology. The sampling technique used in this study was convenience sampling, and the online survey was distributed to 257 respondents who had previously used QR code menus at restaurants in the Klang Valley. The collected data were analysed using the Statistical Package for the Social Sciences (SPSS) to understand the relationship between the UTAUT2 factors and behavioural intention towards QR code usage. The results of this study show that performance expectancy, hedonic motivation, and habit have a significant positive effect on intentions. But effort expectancy, social influence, and facilitating conditions have no significant effect on intentions. This study offers valuable insights for restaurant operators in optimizing digital menu strategies and contributes to future hospitality technology research by encouraging further extension of the UTAUT2 framework through additional determinants, broader sampling approaches, and emerging digital solutions.
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