APPLICATION OF UTAUT IN ASSESSING VIRTUAL KITCHEN ADOPTION AMONG LICENSED RESTAURANTS IN KENYA

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, and price value all have a significant effect on the intention to use VKs (F [4, 144] = 20.662, p < .01, R2 =.365). The study not only adds to the existing body of knowledge debate on VK adoption by providing informative insights on VK adoption in Kenya, but it also contributes to industry practice.