Factors Influencing Post-Adoption Resistance to Self-Order Kiosks at Fast-Food Restaurants: A Focus on the New-Silver Generation

Due to the phenomenon of aging, a new consumer segment known as the “new-silver generation” is emerging. Unlike the previous silver generation, this generation possesses significant economic power and consuming willingness, attracting attention from consumer goods companies. However, both the new-silver generation and the elderly face challenges in adopting contactless or self-service technologies such as self-order kiosks, resulting in negative reactions. Therefore, this study aims to investigate the attitude and response of the new-silver generation towards kiosks, as well as the factors influencing their resistance to such technology. By applying theoretical perspectives from the innovation resistance model, technostress theory, and the value-based model, this study identifies influencing factors for innovation resistance among the new-silver generation when using contactless technologies implemented in fast-food restaurants. The findings indicate that a lower awareness of new technologies and services corresponds to decreased adoption resistance, while a higher perceived value leads to more positive behaviors and attitudes among the new-silver generation utilizing kiosks at fast-food restaurants.