The Intention to Use Contactless Ordering Systems for Restaurants of Thai Customers

Abstract

This research was developed to investigate the factors that influence Thai customers’ acceptance and use of Restaurant Contactless Ordering Systems (RCOS), to understand their familiarity with the technology as well as their potential reluctance to adopt the system. Furthermore, it is intended purpose the RCOS that meets customers’ requirements by testing its prototype based on the Technology Acceptance Model (TAM) related to perceiving its value and case of use. The research integrated the mixed method, using quantitative survey method to understand the user experience and design science method to propose the RCOS prototype. For the survey, data was collected from 408 Thai restaurant customers through online questionnaires using a self-selected sampling method. The results showed that users’ top priorities include ordering convenience, payment security and system reliability, with a particular emphasis on fast ordering and real-time updates, and highlighting the need for efficient, up-to-date systems. These findings highlighted the importance of intuitive interfaces and robust security measures to improve the dining experience and ensure the reliability of RCOS. The RCOS prototype was evaluated through online questionnaires with 410 Thai restaurant customer using a self-selected sampling method. The results indicated that demographic factors such as gender, age and education, although the level did not significantly influence RCOS usage or preference, but rather influenced customer requirements for system security and customization.