FACTORS AFFECTING ELDERLY CONSUMERS’ BEHAVIORAL INTENTIONS TOWARD SELF-SERVICE TECHNOLOGIES (SSTS) IN FAST FOOD RESTAURANTS IN CHINA
Currently, in catering services, especially in fast food restaurants, self-service equipment is being introduced in large numbers to improve ordering efficiency and reduce manual service costs. However, this service change may be inconvenient for elderly consumers, and the adoption rate of self-service technology among elderly consumers is currently low. Based on the diffusion of innovation theory, this study investigates the factors influencing elderly consumer adoption of self-service technology in fast food restaurants from three perspectives: self-service technology characteristics, individual characteristics and personal interaction characteristics of elderly consumers. 300 valid questionnaires were collected from consumers over 50 years’ old who had experience with self-service ordering, and the data were analyzed using Amos 26.0 software. The study showed that older consumers’ knowledge of self-service technology significantly influenced their behavioral intentions, but perceived ease of use and customer-to-customer interactions did not have a direct and significant impact on behavioral intentions. Perceived value played an important mediating role. The results of this study can help companies better understand the factors that can influence the intention of elderly consumers to adopt self-service technology, adjust the service direction for elderly consumers, and improve the overall service level.
Elderly Consumers; Self-service Technologies (SSTs); Fast Food Restaurants; Innovation Diffusion Theory; Continuance Adoption Intentions