Research is needed that examines the effects of kiosk technology on restaurant operational performance measures, such as total sales. The study employs a 2X2 between-subjects field experimental design to empirically test the hypothesized relationships proposed in the research model. The data collection site was Burger King located in the student union of a large Tier 1 research university in southwest USA. The independent variables included ordering method (kiosk vs. cashier) and operational volume (peak vs. off-peak). The dependent variables were cognitive and affective attitudes, behavioral intention, satisfaction, sales per person, and order time. Consumers at Burger King were approached before they started ordering their meal to ask for voluntary participation. If they agreed to participate, they were randomly assigned into two test groups. Participants in one test group used kiosk technology to order their meals, while those in the other test groups spoke with a cashier to order their meals. The same number of participants were recruited from peak and non-peak volumes. The seconds used to order was observed and recorded after consumer engagement with the ordering method. After participants ordered, they completed a paper survey that measured their behaviors while ordering with each method and asked participants to indicate total purchase amount. Results of 192 surveys indicated to different extents that consumer behaviors were more positive with kiosk technology. Affective attitude results, however, were insignificant. On average, kiosk technology was found to be a faster method of ordering in quick-service restaurants, but it yielded less sales than when the consumer ordered from a cashier.

Submitted by Cristiano Amaral (cristiano.ab.castro@gmail.com) on 2013-03-29T12:07:34Z No. of bitstreams: 1 Dissertacao Versão Final Revisada Pós Banca.pdf: 5123662 bytes, checksum: 8f45db0b7df686fbca7c29913288d95c (MD5) / Approved for entry into archive by Suzinei Teles Garcia Garcia (suzinei.garcia@fgv.br) on 2013-04-01T13:25:15Z (GMT) No. of bitstreams: 1 Dissertacao Versão Final Revisada Pós Banca.pdf: 5123662 bytes, checksum: 8f45db0b7df686fbca7c29913288d95c (MD5) / Made available in DSpace on 2013-04-01T13:29:02Z (GMT). No. of bitstreams: 1 Dissertacao Versão Final Revisada Pós Banca.pdf: 5123662 bytes, checksum: 8f45db0b7df686fbca7c29913288d95c (MD5) Previous issue date: 2013-03-01 / The Cue Utilization Theory establishes that all products are made of multiples cues that may be seen as surrogates for the intangible attributes that make up any given product. However, the results of many years of research have yet yielded little consensus as to the impact generated by the use of such cues. This research aims to contribute to the discussion about the importance of intrinsic cues by investigating the effects that the use of product cues that confirm the product claim may have on Claim Credibility (measured through Ad Credibility), and also on consumers’ Purchase Intention and Perceived Risk toward the product. An experiment was designed to test such effects and the results suggest the effects of the use of Claim Confirming Product Cues depend on consumer’s level of awareness about such cue, and that when consumers are aware of it, Ad Credibility and Purchase Intention increase, as Perceived Risk decreases. Such results may have implications to academicians and practitioners, as well as may provide insights for future research.

As the environmental problems worsen, green restaurants are an essential strategy for survival in the restaurant industry. Even though previous researchers have investigated the intention to visit a green restaurant with norm activation theory, they did not consider the characteristics of prosocial behavior and the green restaurant and the impact of other external factors, such as types of information cues and social class, was overlooked. Considering these points, the primary objectives of this study were to extend existing theory with perceived burdensomeness and social connectedness and to identify the difference in the impact of types of information cues and a moderating role of social cues. Using an experimental design with hypothetical scenarios, respondents were randomly assigned to one of two different scenarios (intrinsic cues vs. extrinsic cues). The results showed that the participants who received intrinsic cues responded lower than the participants who received extrinsic cues in the awareness of consequences, perceived burdensomeness, and social connectedness. Antecedents of personal norm in the extended norm activation theory had a positive impact on personal norm. In the case of the moderating role of social class, there were interaction effects between social class and information in every construct except perceived burdensomeness. Further discussion and implications are provided in the main body of this study.