Consumers’ Intentions to Use Contact-Reducing Technologies in Restaurants

Abstract

This study examines consumers’ intentions to use contact-reducing technologies (CRT) in restaurants and their intentions to purchase from restaurants that use CRT. The study used a theoretical foundation based on the Unified Theory of Adoption and Use of Technology, extended with convenience orientation, media influences, shared goals, and health risks. Data were collected from 985 U.S. consumers who had purchased from a restaurant after March 2020. Social influences have the strongest impact on consumers’ intentions to use CRT in restaurants, and intentions to use CRT and shared goals have significant impacts on consumers’ intentions to purchase from restaurants that use CRT.