Examining customers’ continuous intention to use self-service kiosks: An extended approach in the context of fast food restaurants using the technology readiness index and technology acceptance model

In response to the increasing demand for faster checkouts, shorter wait times, and enhanced customer experiences in fast-food establishments, the use of self-service kiosks is on the rise. This study employs an integrative framework combining the Technology Acceptance Model, the Technology Readiness Index and the subjective norms component of the Theory of Planned Behavior to explore the factors influencing customers’ continued intentions to use self-service kiosks. Data collected from 412 customers across fast-food restaurants in Jordan were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived usefulness and ease of use significantly influence ongoing intentions to use self-service kiosks, while subjective norms do not exert any notable influence. Additionally, the Technology Readiness Index plays a crucial role in shaping subjective norms, perceived usefulness, perceived ease of use, and continuous intention. These findings underscore the significance of individual technology readiness and perceived benefits in encouraging sustained kiosk usage. The study offers actionable insights for fast-food marketers aiming to enhance kiosk adoption and usage rates strategically.