Tapping the screen

: how Generation Z perceives fast food self-order kiosks

Abstract

In this fast-paced world, where technologies dominate every area of our lives, the consumer is as informed and demanding as he has ever been. Therefore, all brands face a growing pressure to deliver relevant and innovative experiences that also address consumer pain points effectively. This challenge is particularly evident in the Quick Service Restaurant (QSR) sector, where, more and more, speed and efficiency are crucial factors to achieve success. This study investigates whether self-order kiosks are widely used by Generation Z consumers living in Portugal in McDonald's and Burger King. Based in the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), this research seeks to also analyze the critical factors that motivate this age group to use this self-order technology. The constructs of performance expectancy, effort expectancy, social influence and facilitating conditions are explored as well as the possible moderation effect of age and level of experience. Findings from a mixed-methods approach revealed that, when it comes to this self-order technology, Generation Z consumers give more importance to the functional benefits and reliability of kiosks, such as their ability to deliver fast service, rather than their peers’ influence or ease of use. The present research paper highlights the need for Quick Service Restaurants to innovate and optimize their service through technology and provides actionable strategies to improve user experience and secure a competitive spot in this fast-growing market.

Date of Award	7 Feb 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Rita (Supervisor)