Moderating Role of Perceived Staff-Replacement Likelihood on Self-Ordering Kiosk Adoption: Evidence From the Restaurant Industry

The restaurant industry widely employs self-ordering kiosks (SOKs). However, the increased use of automation in restaurants is causing job displacement, raising concerns about the lack of sufficient human support in restaurants. The study examined variables influencing customer willingness to use SOKs while considering how staff replacement perceptions alter these effects. Partial least squares structural equation modeling reveals that performance expectancy, effort expectancy, social influence, and perceived security significantly influence behavioral intention to use SOKs, and behavioral intention strongly predicts actual kiosk usage behavior. Among the moderating effects, only perceived staff replacement likelihood significantly influences the relationship between perceived security and behavioral intention. Specifically, customers who believe SOKs are likely to replace human staff rely more heavily on the kiosk’s perceived security when deciding whether to use them. Based on the findings, the study suggests effective strategies for employing SOKs to enhance customer usage.