International Journal of Academic Research in Business and Social Sciences

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Factors Affecting Consumer Acceptance of E-Menu in The Klang Valley Restaurant Sector in Malaysia

Open access

Abdullah Abdulaziz Bawazir, Abdul Aziz Bin Mustapa Kamal, Gan Mee Lean, Lai Lee, Ng Seong Kai, Sarina Mohamad Nor, Puteri Aina Binti Megat Ameir Noordin

Pages 781-797 Received: 12 Apr, 2023 Revised: 15 May, 2023 Published Online: 19 Jun, 2023

http://dx.doi.org/10.46886/IJARBSS/v13-i6/8904
The procedure of placing an order for meals could be made easier by using E-Menu. However, the consumers need to have a significant level of trust in the technology that is used in E-Menu which replace humans in taking consumer orders. The purpose of this study aims to explore the factors affecting consumer acceptance of E-Menu in the Klang Valley Restaurant Sector in Malaysia. There are four factors to study which are perceived ease of use, perceived usefulness, perceived trust, and perceived risk. This study is based on quantitative research. Questionnaires were distributed to the consumer in the Klang Valley in Malaysia to understand the factors affecting consumer acceptance of E-Menu. As a result, the study was based on the analysis performed on data from 384 respondents using SPSS system V28.
The results find that perceived ease of use, perceived usefulness, and perceived trust show a positive and strong significant relationship with the acceptance of E-Menu. However, there is a positive but weak significant relationship between perceived risk and consumer acceptance of E-Menu. This means that consumers are more concerned about the ease of use, usefulness, and trust that modern technology will bring to them when ordering food at restaurants. On the other hand, perceived risk in the adaption of modern technology is no longer a factor that could impact consumers’ acceptance.
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