Consumer Attitude and Intention Toward AI-Based Smart Ordering and Delivery Systems in the Fast-Food Industry

Azura Abdullah Effendi; Tek Yew Lew; Wei Ning Ooi; Soak Suan P’ng; Mei Shan Poh; Puteri Balqis Binti Hamizan; Arun Singh Tomar; Daisy Mui Hung Kee

doi:10.32535/ijabim.v10i3.4325

Consumer Attitude and Intention Toward AI-Based Smart Ordering and Delivery Systems in the Fast-Food Industry

Azura Abdullah Effendi, Tek Yew Lew, Wei Ning Ooi, Soak Suan P’ng, Mei Shan Poh, Puteri Balqis Binti Hamizan, Arun Singh Tomar, Daisy Mui Hung Kee

Abstract

The increasing use of artificial intelligence (AI) in fast-food ordering and delivery systems has transformed service processes, yet consumer adoption remains uneven. This study examines the factors influencing consumer attitude and behavioral intention toward AI-based smart ordering and delivery systems in the fast-food industry, using McDonald’s AI-based Smart Ordering and Delivery System in Malaysia as the empirical context. Using a quantitative approach, data were collected from 150 consumers in Malaysia and analyzed using multiple regression analysis. The results show that social influence has a significant positive effect on consumer attitude (? = 0.313, p < 0.001), while ease of use, enjoyment, perceived convenience, and trust do not significantly affect attitude. For behavioral intention, perceived convenience (? = 0.218, p < 0.01), social influence (? = 0.291, p < 0.001), and trust (? = 0.248, p < 0.01) are significant predictors, whereas consumer attitude is not (? = 0.066, p > 0.05). The models explain 29.8% of the variance in consumer attitude and 44.5% of the variance in behavioral intention. These findings suggest that adoption of AI-based ordering systems in fast-food contexts is driven more by social endorsement and functional considerations than by attitudinal evaluation.

Keywords

Artificial Intelligence; Behavioral Intention; Consumer Attitude; Fast-Food Industry; Smart Ordering Systems

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References

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DOI: https://doi.org/10.32535/ijabim.v10i3.4325