The Impact of Mental Perception of Digital QR Code Menus on Consumer Resistance in the Context of Big Data

The restaurant industry is undergoing a major revolution as digital ordering systems gradually replace traditional methods. This study conceptualises and implements the concepts of psychological perception, anxiety, dissatisfaction, negative word-of-mouth and consumer resistance. A questionnaire survey was conducted among Chinese consumers (n=3155). The results indicated that consumers' psychological perceptions positively influenced their anxiety, dissatisfaction, negative word-of-mouth and consumer resistance behaviours. In particular, anxiety and dissatisfaction were identified as mediators between psychological perceptions and negative word-of-mouth and consumer resistance. These findings are discussed and highlight the important role of consumer emotions and negative reviews in shaping the adoption of digital smart ordering services. This study provides important insights into the digital smart transformation of the restaurant industry.