Investigating the Impact of E-Tipping Motives on Brand Favorability: Evidence from Restaurants in Saudi Arabia

This study aims to explain what drives consumers to adopt e-tipping in restaurants and determine whether interface-based manipulation reduces perceived autonomy, lowers satisfaction, and weakens brand favorability. Prior research indicates that when autonomy is undermined through manipulative design, satisfaction declines. This study integrates UTAUT2 and Self-Determination Theories to examine the determinants of consumers’ e-tipping intention, satisfaction, and brand favorability in Saudi restaurants. Four UTAUT2 motivators (performance expectancy, facilitating conditions, social influence, hedonic motivation) and service quality were modeled as antecedents, cultural attitude as mediator, and inferred manipulation as moderator. An online survey of restaurant consumers in Saudi Arabia who had previously engaged in e-tipping generated 607 valid responses, providing adequate sample power for PLS-SEM testing. Results show that performance expectancy, social influence, hedonic motivation, and service quality significantly predict intention; cultural attitude mediates several effects; and manipulation weakens the intention–satisfaction relationship, negatively impacting brand favorability. This research offers a theoretical contribution by extending UTAUT2 to the e-tipping context through integrating service quality as an antecedent and positioning satisfaction and brand favorability as core outcomes. It advances theory by demonstrating how technology-driven manipulation within payment interfaces influences cultural attitudes, behavioral intentions, and post-experience evaluations in a high-context, non-tipping society. Managerial and policy implications for responsible e-tipping designs are discussed.