Understanding consumers’ intentions to use QR code menus in the post-COVID-19 pandemic

Abstract

PurposeThis study aims to examine the factors influencing consumers’ intentions to use QR code menus in the post-COVID-19 pandemic using the unified theory of acceptance and use of technology and rational choice theory as the theoretical foundations.Design/methodology/approachUsing a survey method, 200 data are collected from consumers who had used QR code menus in the past. Partial least squares structural equation modelling is used to analyse the data.FindingsOur findings show that performance expectancy, effort expectancy, social influence, habit and perceived privacy protection have a significant positive influence on intentions. However, facilitating conditions, hedonic motivation and perceived privacy risk do not have a significant influence on intentions.Originality/valueThis study further extends the work of previous studies by using the unified theory of acceptance and use of technology model, with additional two new predictors, namely perceived privacy protection and perceived privacy risk, to understand consumers’ intentions to use QR code menus.