Adoption of contactless payment systems at Mamak restaurants: evidence from Malaysia

Purpose This study aims to investigate the factors influencing Mamak restaurants' adoption of contactless payment systems. Design/methodology/approach The current study adopted a quantitative survey-based approach. Data were collected from 233 Mamak restaurant owners in Malaysia’s Klang Valley using a structured questionnaire. Findings While performance expectancy and social influence trigger the behavioural intention of Mamak restaurant owners to adopt a contactless payment system, a positive association was observed between this intention and their actual adoption of a contactless payment system. This relationship is positively moderated by individualism-collectivism. However, effect expectancy, facilitating conditions and individual innovativeness did not impact the restaurant owners' behavioural intentions. Originality/value This study focused on adopting a contactless payment system by Mamak restaurant owners, one of the few studies in the Malaysian restaurant industry and a pioneer study in the Mamak restaurant context. Moreover, one of the novel originalities of this study is the integration of cultural factors (individualism vs collectivism) from Hofstede’s cultural dimensions theory with the unified theory of acceptance and use of technology (UTAUT) theory since it is rarely investigated in the context of adopting new technology in the restaurant industry.