Assessment of virtual kitchen use intention among Kenyan restaurants: A quantitative research using UTAUT model
George Otieno Obonyo,
Violet Chebet
Abstract:The growing demand for dine-out consumption in Kenya, fueled by the influx of online food delivery (OFD) platforms, necessitates the adoption of a new restaurant business model known as virtual kitchens (VKs). As an emerging phenomenon in Kenya, this study used the UTAUT theory to evaluate the determinants of VK adoption among licensed restaurants in Kenya by surveying 149 restaurant managers/owners. The regression analysis results show that performance expectancy, effort expectancy, facilitating conditions, a… Show more
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