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All Journal International Journal of Applied Business and International Management
Daisy Mui Hung Kee
Universiti Sains Malaysia, Penang, Malaysia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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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
International Journal of Applied Business and International Management Vol 10, No 3 (2025): December 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v10i3.4325

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.
Co-Authors Abishek Singh Aisha Bader Alotaibi Arun Singh Tomar Azura Abdullah Effendi Bhardhwaj Chanchal Chia Yi Chan Chin Kah Hui Choon Yan Lim Ch’ng Kelvin Dwi Nita Aryani En Chong Hani Sara Hanouf Ali Almutairi Hariharan Balakrishnan Jiahui Li Joel Chen Tai Soon Kai Yee Chin Kim Kim Hak Koh Jhee Qing Liem Gai Sin Liem Gai Sin Majdi Anwar Quttainah Majdi Anwar Quttainah Majdi Anwar Quttainah Mei Shan Poh Obaja Elka Kurniawan Padmalini Singh Pei Hung Aw Yeong Puteri Balqis Binti Hamizan Rudresh Pandey Rudresh Pandey Soak Suan P’ng Stephani Stephani Sue Ting Khor Swati Kulkarni Tek Yew Lew Tzyy Xian Lok Wei Ning Ooi Wibowo Arif Xin Rou Chia Yee Wen Liew Yurou Li