Use Of Scan-To-Order System: Generation X and Y In Klang Valley, Malaysia

Abstract

The increasing popularity of data handling and processing is transforming industries, including the food service industry. This study investigates consumer adoption of the Scan-to-Order system, a self-service ordering technology gaining popularity in Malaysia. Using the Unified Theory of Acceptance and Use of Technology (UTAUT) framework, the study focuses on four primary adoption-influencing constructs: performance expectancy, effort expectancy, social influence and facilitating condition. A survey questionnaire was employed to obtain data from consumers from Generation X (1961-1980) and Generation Y (1981-2000), and a total of 408 individuals participated in this study. The results indicate that all independent variables have a significant relationship towards consumer adoption, supporting the UTAUT model's application in this context. Furthermore, all factors are internally consistent (p < 0.01), and the independent variables significantly impact consumer adoption. The findings imply that improving performance expectations, simplifying effort expectancy, leveraging social influence, and creating supportive environments are critical in encouraging Scan-to-Order adoption. This study enhances theoretical frameworks for technology adoption. It provides significant insights for policymakers, such as the Ministry of Finance, encouraging digitalisation initiatives for economic growth and boosting business competitiveness. Businesses can improve adoption and consumer satisfaction by concentrating on menu clarity and user-friendly interfaces. In addition, future research can benefit from mixed methods methodologies that combine quantitative and qualitative data to provide a broader understanding of consumer adoption behaviour, motivations, impressions, and experiences.