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

George Otieno Obonyo; Violet Chebet

doi:10.48119/toleho.1370748

EN

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

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

Supporting Institution

Not applicable

Project Number

Not applicable

Ethical Statement

Not applicable

Thanks

Not applicable

References

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Details

Primary Language

English

Subjects

Tourism (Other)

Journal Section

Research Article

Authors

George Otieno Obonyo ^*
0000-0003-3792-0524
Kenya

Violet Chebet This is me
Kenya

Early Pub Date

February 6, 2024

Publication Date

July 2, 2024

Submission Date

October 3, 2023

Acceptance Date

February 6, 2024

Published in Issue

Year 2024 Volume: 6 Number: 1

DOI

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

IZ

https://izlik.org/JA37XK86CZ

APA

Obonyo, G. O., & Chebet, V. (2024). Assessment of virtual kitchen use intention among Kenyan restaurants: A quantitative research using UTAUT model. Journal of Tourism Leisure and Hospitality, 6(1), 27-43. https://doi.org/10.48119/toleho.1370748

AMA

1.Obonyo GO, Chebet V. Assessment of virtual kitchen use intention among Kenyan restaurants: A quantitative research using UTAUT model. TOLEHO. 2024;6(1):27-43. doi:10.48119/toleho.1370748

Chicago

Obonyo, George Otieno, and Violet Chebet. 2024. “Assessment of Virtual Kitchen Use Intention Among Kenyan Restaurants: A Quantitative Research Using UTAUT Model”. Journal of Tourism Leisure and Hospitality 6 (1): 27-43. https://doi.org/10.48119/toleho.1370748.

EndNote

Obonyo GO, Chebet V (July 1, 2024) Assessment of virtual kitchen use intention among Kenyan restaurants: A quantitative research using UTAUT model. Journal of Tourism Leisure and Hospitality 6 1 27–43.

IEEE

[1]G. O. Obonyo and V. Chebet, “Assessment of virtual kitchen use intention among Kenyan restaurants: A quantitative research using UTAUT model”, TOLEHO, vol. 6, no. 1, pp. 27–43, July 2024, doi: 10.48119/toleho.1370748.

ISNAD

Obonyo, George Otieno - Chebet, Violet. “Assessment of Virtual Kitchen Use Intention Among Kenyan Restaurants: A Quantitative Research Using UTAUT Model”. Journal of Tourism Leisure and Hospitality 6/1 (July 1, 2024): 27-43. https://doi.org/10.48119/toleho.1370748.

JAMA

1.Obonyo GO, Chebet V. Assessment of virtual kitchen use intention among Kenyan restaurants: A quantitative research using UTAUT model. TOLEHO. 2024;6:27–43.

MLA

Obonyo, George Otieno, and Violet Chebet. “Assessment of Virtual Kitchen Use Intention Among Kenyan Restaurants: A Quantitative Research Using UTAUT Model”. Journal of Tourism Leisure and Hospitality, vol. 6, no. 1, July 2024, pp. 27-43, doi:10.48119/toleho.1370748.

Vancouver

1.George Otieno Obonyo, Violet Chebet. Assessment of virtual kitchen use intention among Kenyan restaurants: A quantitative research using UTAUT model. TOLEHO. 2024 Jul. 1;6(1):27-43. doi:10.48119/toleho.1370748

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

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