Determinants of consumer adoption of multilingual self-service ordering systems in fast food restaurants.

ABSTRACT

Due to the increasing number of international exchanges, foreign users have gradually become a significant consumer segment. Many of them are not proficient in the local language. Providing them with native language services will be an important trend, both from a business and a humanistic perspective. The purpose of this study is to investigate the fast-food restaurant ordering system that can provide multilingual services for foreigners, and to investigate factors that influence fast food restaurant consumers to adopt multilingual self-service ordering systems. Based on the characteristics of foreign users, we have proposed experience factors such as convenience, translation quality, social anxiety, and the Flow. According to research, the convenience of the service has a strong direct impact on consumers' intention to use, social anxiety has a weak direct impact on consumers' intention to use, and translation quality has a weak direct impact on consumers' intention to use through the intermediate variable of social anxiety. Particularly, Flow experience is not associated with intention to use. The Flow state is one in which users are completely immersed and do not notice time or the surroundings when the perceived difficulty of a task matches their abilities. The purpose of this study is to improve our understanding of the customer evaluation criteria for multilingual self-service systems, as well as to establish the MSSS model for future research on multilingual self-service systems.