Investigating the Moderating Effects of Age and Gender on Customers’ Use of Tablet Menu in Casual Dining Restaurants

Abstract

This paper examines the effects of the moderating variables age and gender on the acceptance and use of tablet menus in casual dining restaurants. Following an extended version of the UTAUT model, this study employs five determinants of intentions to use: performance expectancy, effort expectancy, social influence, facilitating conditions, and hedonic motivation. Personal distinctions like age and gender are significant in understanding how and why consumers make distinctive choices for technology embracement. A survey instrument collected customer data (n = 437) visiting casual dining restaurants in the Klang Valley in Malaysia. Data were analyzed using structural equation modeling to test the validity of the moderating hypotheses. The moderating effects of age and gender were tested utilizing a multi-group analysis. The findings confirm that age is the primary dependable demographic indicator of self-service technology utilization by customers. The study found that young consumers, compared to elderly consumers, tend to have a more positive approach toward embracing technology. Similarly, gender is also a discrete individuality that influences people’s objectives to embrace novel technology. Findings suggest that men are more likely to have progressed computer abilities in contrast to women.