Assessment of virtual kitchen use intention among Kenyan restaurants: A quantitative research using UTAUT model

Year 2024, Volume: 6 Issue: 1, 27 - 43, 02.07.2024

George Otieno Obonyo , Violet Chebet

https://doi.org/10.48119/toleho.1370748

Abstract

Restaurants contribute significantly to economic diversification by creating jobs and generating revenue. While restaurants in Kenya largely focus on the dine-in experience, the growing demand for dine-out consumption, fueled by the proliferation of online food delivery platforms, necessitates the implementation of a new restaurant business model known as virtual kitchen. This study, therefore, applied modified UTAUT2 theory to assess licensed restaurants' intentions to use virtual kitchens in Kenya. The study hypothesis is that performance expectancy, effort expectancy, facilitating conditions, and price value have a significant effect on licensed restaurants' intention to use virtual kitchens in Kenya. The study used a quantitative research approach and correlational research design to survey 149 managers/owners of licensed restaurants in Kenya. The regression analysis results show that performance expectancy, effort expectancy, facilitating conditions, and price value all have a significant effect on the intention to use virtual kitchens. The study not only adds to the existing body of knowledge debate on virtual kitchens by providing informative insights on its adoption in Kenya, but it also contributes to industry practice.

Keywords

UTAUT theory, Virtual kitchen adoption, Licensed restaurants, Kenya

Ethical Statement

Not applicable

Supporting Institution

Not applicable

Project Number

Not applicable

Thanks

Not applicable

References

• Ahmad, M. et al. (2022). Assessing long-and short-run dynamic interplay among balance of trade, aggregate economic output, real exchange rate, and CO2 emissions in Pakistan. Environment, Development and Sustainability, 24(5), pp. 7283-7323.
• Ahuja, K., Chandra, V., Lord, V., & Peens, C. (2021). Ordering in: The rapid evolution of food delivery. McKinsey & Company, 22, pp. 1-13.
• Alvarado, R. et al. (2022a). Biocapacity convergence clubs in Latin America: an analysis of their determining factors using quantile regressions. Environmental Science and Pollution Research, 29(44), pp. 66605-66621.
• Alvarado, R. et al. (2022b). Impact of the informal economy on the ecological footprint: the role of urban concentration and globalization. Economic Analysis and Policy, 75, pp. 750-767.
• Alvarado, R. et al. (2022c). Impact of natural resources on economic progress: evidence for trading blocs in Latin America using non-linear econometric methods. Resources Policy, 79, 102908.
• Anas, M. et al. (2023). Moving towards sustainable environment development in emerging economies: The role of green finance, green tech‐innovation, natural resource depletion, and forested area in assessing the load capacity factor. Sustainable Development.
• Beatty, P. C., & Willis, G. B. (2007). Research Synthesis: The Practice of Cognitive Interviewing. Public Opinion Quarterly, 71, pp. 287 – 311.
• Bulut, U. et al. (2023). The nexus between government spending, economic growth, and tourism under climate change: testing the CEM model for the USA. Environmental Science and Pollution Research, 30(36), pp. 86138-86154.
• Cai, R., Leung, X.Y., & Chi, C.G. (2022). Ghost kitchens on the rise: Effects of knowledge and perceived benefit-risk on customers’ behavioural intentions, International Journal of Hospitality Management, 101,103110, https://doi.org/10.1016/j.ijhm.2021.103110.
• Capri, T. (2021). Factors that Impact the Adoption of Online Food Delivery Services by Urban Consumers in South Africa, Unpublished Masters Thesis, University of the Witwatersrand, Johannesburg, South Africa.
• Choudhary, N. (2019). Strategic Analysis of Cloud Kitchen – A Case Study, An International Journal of Management Studies, 9(3), pp. 184 – 190.
• Christopher, I. (2020). What is a ghost kitchen? Here’s everything you need to know. Galley. Retrieved from https://www.galleysolutions.com/post/what-is-a-ghost-kitchenmaster-guide-2020. (20th November, 2022)
• Dakduk, S., Van der Woude, D., & Alarcon Nieto, C. (2023). Technological Adoption in Emerging Economies: Insights from Latin America and the Caribbean with a Focus on Low-Income Consumers. IntechOpen. Doi: 10.5772/intechopen.112004
• Deng, Q.S. et al. (2022). Asymmetric impacts of foreign direct investment inflows, financial development, and social globalization on environmental pollution. Economic Analysis and Policy, 76, pp. 236-251.
• Dogru, T. et al., (2023a). The impact of business models and state regulations on the accommodation sector: theory and empirical evidence from the recent pandemic, International Journal of Contemporary Hospitality Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/IJCHM-10-2022-1201
• Dogru, T. et al., (2023b). Employee turnover dynamics in the hospitality industry vs. the overall economy. Tourism Management, 99, 104783.
• Dogru, T. et al., (2019). The balance of trade and exchange rates: Theory and contemporary evidence from tourism. Tourism Management, 74, pp. 12-23.
• Dyachenko, Y. (2022). Can the concept of dark kitchen compete with an ordinary restaurant in Portugal? Unpublished Masters thesis, NOVA University Lisbon
• Euromonitor (2021). Ghost kitchens, virtual restaurants, and a delivery-optimized future. Retrieved from https://www.euromonitor.com/ghost-kitchens-virtual-restaurants-and-a-delivery-optimised-future/report. (20th November, 2022)
• Gouveia, C.A. (2021). Virtual Kitchens: A new business model in the food service industry, Unpublished Master’s Thesis, University of Lisbon, Portugal.
• Farooq, U. et al. (2023). The Nexus between tourism-energy-environmental degradation: Does financial development matter in GCC countries? Tourism Economics, 13548166231174812.
• Hakim, M. P., Dela Libera, V.M, Zanetta, L. D., Nascimento, L.G, Cunha, D. T. (2022). What is a dark kitchen? A study of consumer’s perceptions of deliver-only restaurants using food delivery apps in Brazil. Food Research International, 161 (August), Article 111768.
• Hakim, M.P., Dela Libera, V.M., Zanetta, L.D., Stedefeldt, E., Zanin, L.M., Soon-Sinclair, J.M., Wiśniewska, M.Z., da Cunha, D.T. (2023). Exploring dark kitchens in Brazilian urban centres: A study of delivery-only restaurants with food delivery apps, Food Research International, 170, 112969, https://doi.org/10.1016/j.foodres.2023.112969.
• Han, J. et al. (2023). The construction of green finance and high-quality economic development under China’s SDGs target. Environmental Science and Pollution Research, 30(52), pp. 111891-111902.
• Hong, C., Choi, E., & Joung, H. (2023). Determinants of customer purchase intention toward online food delivery services: The moderating role of usage frequency, Journal of Hospitality and Tourism Management, 54 (March 2023), pp. 76-87.
• Islam, H., Rahman, J., Tanchangya, T., & Islam, M. A. (2023a). Impact of firms’ size, leverage, and net profit margin on firms’ profitability in the manufacturing sector of Bangladesh: An empirical analysis using GMM estimation. Journal of Ekonomi, 5(1), pp. 1-9. https://doi.org/10.58251/ekonomi.1275742.
• Islam, A., Alam, M. M., & Islam, H. (2023b). Human resource accounting disclosure (HRAD) practices: Evidence from banking industry in Bangladesh. Journal of Ekonomi, 5(2), pp. 52-59. https://doi.org/10.58251/ekonomi.1307975
• Jabeen, G. et al. (2023). Role of energy utilization intensity, technical development, economic openness, and foreign tourism in environmental sustainability. Gondwana Research. https://doi.org/10.1016/j.gr.2023.03.001.
• Işık, C., Ongan, S., Islam, H., Jabeen,G., & Pinzon, S. (2024). Is economic growth in East Asia pacific and South Asia ESG factors based and aligned growth? Sustainable Development, pp. 1–14. https://doi.org/10.1002/sd.2910.
• Işık, C. et al., (2023a). Renewable energy, climate policy uncertainty, industrial production, domestic exports/re-exports, and CO2 emissions in the USA: An SVAR approach. Gondwana Research.
• Işık, C. et al., (2023b). Renewable energy, economic freedom and economic policy uncertainty: New evidence from a dynamic panel threshold analysis for the G-7 and BRIC countries. Stochastic Environmental Research and Risk Assessment, pp. 1-16.
• Işık, C. et al., (2021). The nexus between team culture, innovative work behaviour and tacit knowledge sharing: Theory and evidence. Sustainability, 13(8), 4333.
• Isik, C. et al., (2018). A nexus of linear and non‐linear relationships between tourism demand, renewable energy consumption, and economic growth: Theory and evidence. International Journal of Tourism Research, 20(1), pp. 38-49.
• Işik, C. et al. (2017). Analyzing the causalities between economic growth, financial development, international trade, tourism expenditure and/on the CO2 emissions in Greece. Energy Sources, Part B: Economics, Planning, and Policy, 12(7), pp. 665-673. https://doi.org/10.1080/15567249.2016.1263251
• Işık, C., Sirakaya-Turk, E., & Ongan, S. (2020). Testing the efficacy of the economic policy uncertainty index on tourism demand in USMCA: Theory and evidence. Tourism Economics, 26(8), pp. 1344-1357.
• Işık, C. (2011). The Importance of Creating a Competitive Advantage and Investing in Information Technology for Modern Economies: an ARDL Test Approach from Turkey. Journal of the Knowledge Econmy 4, pp. 387–405. https://doi.org/10.1007/s13132-011-0075-2
• Işık, C. (2014). Patent harcamaları ve iktisadi büyüme arasındaki ilişki: Türkiye örneği. Sosyoekonomi, 21(21).
• Kairu, P. (2022). Food Delivery and The Rise of Ghost Kitchens, The East African Magazine Available online at https://www.theeastafrican.co.ke/tea/magazine
• Karagöz, D. et al., (2023). Event motivation, subjective well-being, and revisit intentions during the second wave of the pandemic: moderating effect of affective risk about COVID-19 and perceived trust. Current Issues in Tourism, pp. 1-18.
• Karagöz, D. et al., (2021). Solo female travel risks, anxiety and travel intentions: Examining the moderating role of online psychological-social support. Current Issues in Tourism, 24(11), pp. 1595-1612.
• Khalilzadeh, J., Ozturk, A. B., & Bilgihan, A. (2017). Security-Related Factors in Extended UTAUT Model for NFC-Based Mobile Payment in The Restaurant Industry. Computers in Human Behavior, 70, pp. 460–474. https://doi.org/10.1016/j.chb.2017.01.001
• Koščak, M. et al., (2023). Exploring the neglected voices of children in sustainable tourism development: A comparative study in six European tourist destinations. Journal of Sustainable Tourism, 31(2), pp. 561-580.
• Kulshreshtha, K., & Sharma, G. (2022). From restaurant to cloud kitchen: Survival of the fittest during COVID-19 An empirical examination, Technological Forecasting and Social Change, 179, 121629. https://doi.org/10.1016/j.techfore.2022.121629.
• Kuttimani, T., Nripendra, R., Yogesh, D., Sahu, G.P., & Sian, R. (2018). Exploring the Role of 'Price Value' for Understanding Consumer Adoption of Technology: A Review and Meta-analysis of UTAUT2 based Empirical Studies. PACIS 2018 Proceedings. 64. https://aisel.aisnet.org/pacis2018/64
• Lavu (2023). The Growth of Online Ordering and Food Delivery. Retrieved from https://lavu.com/blog/the-growth-of-online-ordering-and-food-delivery/
• Lee, S. W., Sung, H. J., & Jeon, H. M. (2019). Determinants Of Continuous Intention on Food Delivery Apps: Extending UTAUT2 with information quality. Sustainability (Switzerland), 11(11), pp. 1-15. https://doi.org/10.3390/su11113141
• Lee, W.K. (2020). Ghost Kitchens: Reasons To Adopt This Type of Food Delivery Model. Retrieved from https://www.forbes.com/sites/forbesbusinesscouncil/2020/12/11/ghost-kitchens-reasons-to-adopt-this-type-of-food-delivery-model/?sh=cf46a4f5e543 (20th November, 2022)
• Martín-Martín, D., Maya García, J., & Romero, I. (2022). Determinants of Digital Transformation in the Restaurant Industry. Amfiteatru Economic, 24 (60), pp. 430 - 446.
• Masud, R et al., (2024). Exploring the dynamics of Bangladesh bank's monetary policy: A factor analysis approach. Journal of Ekonomi, 6(1), pp. 1-17.
• Okumus, B., Ali, F., Bilgihan, A., & Ozturk, A. B. (2018). Psychological Factors Influencing Customers’ Acceptance of Smartphone Diet Apps When Ordering Food at Restaurants. International Journal of Hospitality Management, 72, pp. 67–77. https://doi.org/10.1016/j.ijhm.2018.01.001
• Ongan, S. et al. (2022). Retesting the EKC hypothesis through transmission of the ARMEY curve model: an alternative composite model approach with theory and policy implications for NAFTA countries. Environmental Science and Pollution Research, 29(31), pp. 46587-46599.
• Ongkasuwan, M., Thanathawee, C., Russametummachot, C. & Judkrue, A. (2022). An Innovative Virtual Kitchen Partnership-as-a-Service to Improve Efficiency of Healthy and Hygienic Meal Delivery Service Management in Culinary Industry, Journal of Engineering and Digital Technology (JEDT), 10(1), pp. 17-27.
• Palau-Saumell, R., Forgas-Coll, S., Sánchez-García, J., & Robres, E. (2019). User Acceptance of Mobile Apps for Restaurants: An Expanded and Extended UTAUT-2. Sustainability, 11(4), pp. 1-24. https://doi.org/10.3390/su11041210
• Pasigai, A., & Jusriadi, E. (2024). The influence of service strategies and business relations on the growth of starup businesses in medium digital marketing. Journal of Ekonomi, 6(1), pp. 18-24.
• Polit, D.F., Beck, C,T., & Owen, S.V. (2007). Is the CVI an acceptable indicator of content validity? Appraisal and recommend- ations. Res Nurs Health. 30(4), pp. 459–67. Doi: 10.1002/nur.20199.
• Pyanikova, E.А., Kovaleva, A.E., Galchenko, S.I., Kobchenko, S.N., Ovchinnikovа, E.V., & Pikalova, M.B. (2020). Digitalization of Restaurant Business as a Factor of Competitiveness Increase, Advances in Economics, Business and Management Research, 148, pp. 546 – 550.
• Salahshour, R.M., Nilashi, M., & Mohamed, D.H. (2018). Information technology adoption: A review of the literature and classification. Universe Access Information Society, 17, pp. 361-390
• Sarıgül, S.S., Ünlü, M., Avcı, P., & Yaşar, E. (2023). The empirical analysis of cereal production under the climate exchange and examining the effects of banks’ domestic credit on cereal production: Evidence from Turkey. Journal of Ekonomi, 5(2). https://doi.org/10.58251/ekonomi.1315338.
• Tourism Regulatory Authority [TRA] (2022). List of Licensed Facilities in Kenya. Retrieved from https://www.tourismauthority.go.ke/list-of-licensed-facilities/#1647246529104-7446a0a5-aa13 (11th October 2022)
• Venkatesh, V., Morris, M.G., Davis, G.B. & Davis, F.D. (2003) User Acceptance of Information Technology. MIS Quarterly, 27 (3), pp. 425 – 478.
• Venkatesh, V., Thong, J. & Xu, X. (2012) Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly, 36 (1), pp. 157 – 178.
• Vu, O.T.K., Alonso, A.D., Tran, T.D., & Nicholson, G.J. (2023). Illuminating the dark kitchen business model - A knowledge-based perspective from the supply-side, Journal of Hospitality and Tourism Management, 55, pp. 318-331, https://doi.org/10.1016/j.jhtm.2023.04.013.
• Zamanzadeh, V., Ghahramanian, A., Rassouli, M., Abbaszadeh, A., Alavi-Majd, H., & Nikanfar, A. R. (2015). Design and Implementation Content Validity Study: Development of an instrument for measuring Patient-Centered Communication. Journal of caring sciences, 4(2), pp. 165–178. https://doi.org/10.15171/jcs.2015.017