Ru Xinyu, Anshul Garg

Abstract: This study examines the notion that the overall value judgment concerning QR menus would affect customers’ behavioural intention and use behaviour to patronise restaurants using this new technology. Thus, explaining how consumers regard the QR menu ordering system in luxury restaurants in Xi’an, China. The current research employed the extended version of the Unified Theory of Acceptance and Use of Technology (UTAUT) model. A simple random sampling method was applied to collect data from customers (n = 307) visiting luxury restaurants using a survey instrument in Xi’an, China. Data were analysed using two different statistical software tools. The Statistical Package for the Social Sciences (SPSS) software was used to study the preliminary data. Smart-PLS was used to test the measurement and structural models in assessing the proposed hypotheses. Results confirm that behavioural intention is influenced by the various constructs used in the study. The findings can help restaurant managers better understand customers’ thoughts and attitudes towards the QR menu, thus making timely upgrading and adjustments. Besides, the limitations of the study and future directions are also addressed.

Keywords: QR menu, restaurant technology, UTAUT model, luxury restaurants, menu orderinguri