ISSN: 2222-6990
Open access
The procedure of placing an order for meals could be made easier by using E-Menu. However, the consumers need to have a significant level of trust in the technology that is used in E-Menu which replace humans in taking consumer orders. The purpose of this study aims to explore the factors affecting consumer acceptance of E-Menu in the Klang Valley Restaurant Sector in Malaysia. There are four factors to study which are perceived ease of use, perceived usefulness, perceived trust, and perceived risk. This study is based on quantitative research. Questionnaires were distributed to the consumer in the Klang Valley in Malaysia to understand the factors affecting consumer acceptance of E-Menu. As a result, the study was based on the analysis performed on data from 384 respondents using SPSS system V28.
The results find that perceived ease of use, perceived usefulness, and perceived trust show a positive and strong significant relationship with the acceptance of E-Menu. However, there is a positive but weak significant relationship between perceived risk and consumer acceptance of E-Menu. This means that consumers are more concerned about the ease of use, usefulness, and trust that modern technology will bring to them when ordering food at restaurants. On the other hand, perceived risk in the adaption of modern technology is no longer a factor that could impact consumers’ acceptance.
Abhari, S., Jaafar, M., & Yean, L. C. (2020). Customers’ acceptance level of smart restaurant services in Penang. European Proceedings of Multidisciplinary Sciences.
Al Amin, M., Arefin, M. S., Sultana, N., Islam, M. R., Jahan, I., & Akhtar, A. (2020). Evaluating the customers' dining attitudes, e-satisfaction and continuance intention toward mobile food ordering apps (MFOAs): evidence from Bangladesh. European Journal of Management and Business Economics, 30(2), 211-229.
Alalwan, A. A. (2020). Mobile food ordering apps: An empirical study of the factors affecting customer e-satisfaction and continued intention to reuse. International Journal of Information Management, 50, 28-44.
Altan, S. (2018). “McDonald’s, restoranlar?na self servis kiosk’lar? yerle?tiriyor.” Retrieved from: https://pazarlamasyon.com/mcdonalds-restoranlarina-self-servis-kiosklari/.
Amankwah-Amoah, J., Khan, Z., Wood, G., & Knight, G. (2021). COVID-19 and digitalization: The great acceleration. Journal of Business Research, 136, 602-611.
Brewer, P., & Sebby, A. G. (2021). The effect of online restaurant menus on consumers’ purchase intentions during the COVID-19 pandemic. International Journal of Hospitality Management, 94, 102777.
Cho M., Bonn & M.A., Li J.J. (2019). Differences in perceptions about food delivery apps between single-person and multi-person households. International Journal of Hospitality Management. 108–116.
Chun, S. H. (2019). E-Commerce Liability and Security Breaches in Mobile Payment for e-Business Sustainability. Sustainability 2019, Vol. 11, Page 715, 11(3), 715.
Cochran, W. G. (1977). Sampling techniques (3rd ed.). John Wiley & Sons. ISBN 047116240X.
Davis, F. (1989) Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13, 319-340. Retrieve from: https://doi.org/10.2307/249008
Suleman, D., & Zuniarti, I. (2019). Consumer decisions toward fashion product shopping in Indonesia: The effects of attitude, perception of ease of use, usefulness, and trust. Management Dynamics in the Knowledge Economy, 7(2), 133-146.
Desai, P., Pereira, S., Martis, C., Pereira, E., & Lobo, B. (2019). Online Railway Food Ordering System.
De Vries, J., Roy, D., & De Koster, R. (2018). Worth the wait? How restaurant waiting time influences customer behavior and revenue. Journal of operations Management, 63, 59-78.
Eboibi, F. E., & Mac-Barango, I. (2019). Global Eradication of Money Laundering and Immunity for Legal Practitioners under the Nigerian Money Laundering Regulation: Lessons from the United Kingdom. Beijing L. Rev., 10, 769.
Ellitan, L., & Prayogo, C. (2022). Increasing online Purchase through Perceived Usefulness, Perceived Risk and Perceived Ease of Use. EKOMA: Jurnal Ekonomi, Manajemen, Akuntansi, 1(2), 261-270.
SAHIN, E. (2020). An evaluation of digital menu types and their advantages. Journal of Tourism and Gastronomy Studies, 8(4), 2374-2386.
Esposito, B., Sessa, M. R., Sica, D., & Malandrino, O. (2022). Service innovation in the restaurant sector during COVID-19: digital technologies to reduce consumers' risk perception. The TQM Journal, (ahead-of-print). DOI 10.1108/TQM-01-2022-0016
Filimonau, V., Todorova, E., Mzembe, A., Sauer, L., & Yankholmes, A. (2020). A comparative study of food waste management in full-service restaurants of the United Kingdom and the Netherlands. Journal of Cleaner Production, 258, 120775.
Gossling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: a rapid assessment of COVID-19. Journal of sustainable tourism, 29(1), 1-20.
Goyal, N., Agrawal, P., & Hardeniya, R. (2020). A Comparative Study of Point of Sale and Point of Purchase of Restaurant System. International Journal of Scientific Research & Engineering Trends, 6(3)
Hor, C., Kong, J. H., Lay, Y. C., Tan, K. A., & Rathneswary, S. (2020). Adoption of Self-Service Technology (SSTs) towards customer spending behaviour (Doctoral dissertation, UTAR).
Hui, S., Chuah, W., Cheng, E., & Aw, X. (2021). A silver lining in the COVID-19 cloud: Examining consumers’ value perceptions, willingness to use and pay more for robotic restaurants. Article in Journal of Hospitality Marketing & Management.
Iriani, S. S., & Andjarwati, A. L. (2020). Analysis of perceived usefulness, perceived ease of use, and perceived risk toward online shopping in the era of the Covid-19 pandemic. Systematic Reviews in Pharmacy, 11(12), 313-320.
Jang, H. W., & Lee, S. B. (2021). The relationship between contact-free services, social and personal norms, and consumers’ behaviour for the sustainable management of the restaurant industry. Sustainability, 13(17), 9870.
Kang, J. W., & Namkung, Y. (2019). The role of personalization on continuance intention in food service mobile apps: A privacy calculus perspective. International Journal of Contemporary Hospitality Management.
Kapoor, A. P., & Vij, M. (2018). Technology at the dinner table: Ordering food online through mobile apps. Journal of Retailing and Consumer Services, 43, 342-351.
Kim, B., Yoo, M., & Yang, W. (2020). Online engagement among restaurant consumers: The importance of enhancing flow for social media users. Journal of Hospitality & Tourism Research, 44, 252-277. Retrieved from: https://doi.org/10.1177/1096348019887202
Koiri, S. K., Mukherjee, S., & Dutta, S. (2019). A study on determining the factors impacting consumer perception regarding the online food delivery apps in guwahati. GIS Business, 14.
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607–610.
Kumar, A., & Smith, S. (2017). Understanding Local Food Consumers: Theory of Planned Behavior and Segmentation Approach. 24(2), 196–215.
Lee, A., & Kim, M. G. (2020). Effective electronic menu presentation: From the cognitive style and mental imagery perspectives. International Journal of Hospitality Management, 87, 102377.
Lee, W. H., Lin, C. W., & Shih, K. H. (2018). A technology acceptance model for the perception of restaurant service robots for trust, interactivity, and output quality. International Journal of Mobile Communications, 16(4), 361–376.
Lim, H. R., & An, S. (2021). Intention to purchase wellbeing food among Korean consumers: An application of the Theory of Planned Behavior. Food Quality and Preference, 88, 104101.
Loketkrawee, P., & Bhatiasevi, V. (2018). Elucidating the behaviour of consumers towards online grocery shopping: the role of shopping orientation. Journal of Internet Commerce, 17(4), 418-445. DOI:10.1080/15332861.2018.1496390
Martin-Martin, D., Garcia, M. J., and Romero, I. (2022). Determinants of Digital Transformation in the Restaurant Industry. Amfiteatru Economic, 24(60), pp. 430-446.
Meshram, P., Ramteke, P., Natiye, S., Lambat, P., & Wagh, R. (2022). Survey: Kitchen Order Ticket, International Research Journal of Modernization in Engineering.
Mishra, P., Pandey, C. M., Singh, U., Gupta, A., Sahu, C., & Keshri, A. (2019). Descriptive statistics and normality tests for statistical data. Annals of cardiac anaesthesia, 22(1), 67–72. Retrieved from: https://doi.org/10.4103/aca.ACA_157_18
Zaki, M., & Zainal, N. (2021). Fitri Tomyam Seafood Menu Order Android Mobile Application. Applied Information Technology and Computer Science, 2(1), 161–173.
Monei.com. (2021) https://monei.com/blog/online-payment-failure-message/ able to view on 25.09.22
Muneer, A., Razzaq, S., & Farooq, Z. (2018). Data privacy issues and possible solutions in e-commerce. Journal of Accounting & Marketing, 7(3), 1000294.
Nguyen, T. T. H., Nguyen, N., Nguyen, T. B. L., Phan, T. T. H., Bui, L. P., & Moon, H. C. (2019). Investigating consumer attitude and intention towards online food purchasing in an emerging economy: An extended tam approach. Foods, 8(11), 576.
Park, K., Park, N., & Heo, W. (2018). Factors influencing intranet acceptance in restaurant industry: use of technology acceptance model. International Business Research, 11(10), 1.
Pawar, R., Ghumbre, S., & Deshmukh, R. (2018). Developing an Improvised E-Menu Recommendation System for Consumers. In Recent Findings in Intelligent Computing Techniques (pp. 333-343). Springer, Singapore.
Peters, K., & Remaud, P. H. (2020). Factors influencing consumer menu-item selection in a restaurant context. Food Quality and Preference, 82, 103887.
Poon, W. C., & Tung, S. E. H. (2022). The rise of online food delivery culture during the COVID-19 pandemic: an analysis of intention and its associated risk. European Journal of Management and Business Economics.
Ray, A., Dhir, A., Bala, P. K., & Kaur, P. (2019). Why do people use food delivery apps (FDA)? A uses and gratification theory perspective. Journal of Retailing and Consumer Services, 51, 221-230.
Razzakova, G. (2021). The application of information technologies in information technology training. Asian Journal of Research in Social Sciences and Humanities. 11. 299-301. 10.5958/2249-7315.2021.00231.8.
Roh, M., & Park, K. (2019). Adoption of O2O food delivery services in South Korea: The moderating role of moral obligation in meal preparation. International Journal of Information Management, 47, 262-273.
Royel, R. I., Sharif, M., Risha, R., Bhuiyan, T., & Hassan, M. (2020, February). A risk-based analysis on Linux hosted E-commerce sites in Bangladesh. In International Conference on Cyber Security and Computer Science (pp. 140-151). Springer, Cham
Saarikko, T., Westergren, U. H., & Blomquist, T. (2020). Digital transformation: Five recommendations for the digitally conscious firm. Business Horizons, 63(6), 825-839.
Saber, S., & Fouad, M. A. (2018). Electronic Menus: ?-It impacts Guests' Loyalty to Restaurants. Journal of Association of Arab Universities for Tourism and Hospitality, 15(2), 49-54.
Sahin, Esra. (2020). An Evaluation of Digital Menu Types and Their Advantages. Journal of Tourism and Gastronomy Studies. 8. 2374-2386. 10.21325/jotags.2020.716
Seo, K. H., & Lee, J. H. (2021). The emergence of service robots at restaurants: Integrating trust, perceived risk, and satisfaction. Sustainability (Switzerland), 13(8).
Shah, M., Shah, S., Shaikh, M. D., & Tiwari, K. (2018). Canteen automation system. International Research Journal of Engineering and Technology (IRJET),[online], 5(01).
Sharevski, F., Devine, A., Pieroni, E., & Jachim, P. (2022). Gone Quishing: A Field Study of Phishing with Malicious QR Codes. arXiv preprint arXiv:2204.04086.
Sharma, A. (2021). Online Cafeteria Management System.
Shin, Y. H., Im, J., Jung, S. E., & Severt, K. (2018). The theory of planned behavior and the norm activation model approach to consumer behavior regarding organic menus. International Journal of Hospitality Management, 69, 21–29.
Susmitha, M. K. (2021). Impact of COVID 19 on E-Commerce. Journal of Interdisciplinary Cycle Research, 12(9), 1161-1165.
Tamilvizhi, T., Surendran, R., & Kumar, M. M. (2021). Roadmap of green internet of things (IoT) and its services: let us survey start with a smart hotel application.
Tan, T. (2021). Digital menu for restaurants in Finland as a SaaS web application: definition, functionality, feasibility.
Tee, Y. T. (2018). Factors Influencing Malaysian Youth Consumers’ Online Purchase Intention of Travel Products (Doctoral dissertation, UTAR).
Tommasetti, A., Singer, P., Troisi, O., & Maione, G. (2018). Extended Theory of Planned Behavior (ETPB): Investigating Customers’ Perception of Restaurants’ Sustainability by Testing a Structural Equation Model. Sustainability 2018, Vol. 10, Page 2580, 10(7), 2580.
Toqeer, A., Alghamdi, T., & Nadeem, A. (2021). Cyber Security Intelligence and Ethereum Blockchain Technology for E-commerce Related papers A Comparative
Trupthi, B., Rakshitha Raj, R., Akshaya, J. B., & Srilaxmi, C. P. (2019). Online food ordering system. International Journal of Recent Technology and Engineering, 8(2), 834-836.
Tussyadiah, I. P., Zach, F. J., & Wang, J. (2020). Do travellers trust intelligent service robots? Annals of Tourism Research, 81, 102886
Tzavlopoulos, ?., Gotzamani, K., Andronikidis, A., & Vassiliadis, C. (2019). Determining the impact of e-commerce quality on consumers’ perceived risk, satisfaction, value, and loyalty.
Wan, L. C., Chan, E. K., & Luo, X. (2021). ROBOTS COME to RESCUE: How to reduce the perceived risk of infectious disease in Covid19-stricken consumers? Annals of Tourism Research, 88.
Wei, Y., Wang, C., Zhu, S., Xue, H., & Chen, F. (2018). Online purchase intention of fruits: Antecedents in an integrated model based on technology acceptance model and perceived risk theory. Frontiers in psychology, 9, 1521.
Yean, L. C., Jaafar, M., Jalali*, A., & Abhari, S. (2020). Consumers’ Acceptance Level of Smart Restaurant Services in Penang. In P. A. J. Wahid, P. I. D. A. Aziz Abdul Samad, P. D. S. Sheikh Ahmad, & A. P. D. P.
Yim, M. Y. C., & Yoo, C. Y. (2020). Are digital menus really better than traditional menus? The mediating role of consumption visions and menu enjoyment. Journal of Interactive Marketing, 50(1), 65-80.
Zhao, Y., & Bacao, F. (2020). What factors determining consumers continuing using food delivery apps during the 2019 novel coronavirus pandemic period? International Journal of Hospitality Management, 91. Retrieved from:
https://doi.org/10.1016/J.IJHM.2020.102683
In-Text Citation: (Bawazir et al., 2023)
To Cite this Article: Bawazir, A. A., Kamal, A. A. B. M., Lean, G. M., Lee, L., Kai, N. S., Nor, S. M., & Noordin, P. A. B. M. A. (2023). Factors Affecting Consumer Acceptance of E-Menu in The Klang Valley Restaurant Sector in Malaysia. International Journal of Academic Research in Business and Social Sciences, 13(6), 844 – 861.
Copyright: © 2023 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non0-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode