Understanding Digital Consumer Behavior: How Perceived Value and Memorable Experience Shape Restaurant Smart Menu Reuse Intentions Under Technology Anxiety
Year: 2026
Type: article
Study design: Observational Study
Abstract: The rapid adoption of digital technologies in restaurants has transformed how consumers interact with smart service systems, making it increasingly important to understand the psychological mechanisms underlying continued digital technology use. Drawing on a digital consumer behavior perspective, this study investigates how Smart Service Interactional Experience (SSIE) influences consumers’ reuse intentions toward restaurant smart menus, with particular attention to the mediating roles of perceived value and memorable experience and the moderating role of technology anxiety. The study used a quantitative research design in conjunction with a purposive sampling method and gathered data from 397 consumers who had used smart menus at casual dining restaurants in Egypt, after which the data were analysed using SEM with the help of SPSS v 26 and AMOS v 28 software. The findings demonstrate that SSIE significantly enhances consumers’ perceived value and memorable experience, which, in turn, significantly increases their intentions to reuse smart menus. Importantly, both perceived value and memorable experience significantly mediate the relationship between SSIE and smart menu reuse intention, indicating that positive interactional experiences translate into continued digital usage by enhancing the value consumers perceive and the memorability of the ordering experience. However, contrary to expectations, technology anxiety does not significantly moderate the relationships between SSIE and either perceived value or memorable experience. These findings suggest that the quality of the interactional experience may play a more influential role than technology-related anxiety in shaping consumers’ evaluations and continued use of restaurant smart menus. The study contributes to the smart service and digital consumer behavior literature by clarifying how SSIE translates into reuse intention through consumers’ value perceptions and memorable experiences. Practically, the findings encourage restaurant operators to improve smart menu interaction quality, strengthen perceived value, and design memorable digital ordering experiences to foster continued consumer engagement and reuse.
Source: Behavioral Sciences
DOI: 10.3390/bs16112123
Language: English
Topic: AI in Service Interactions
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,654
OpenAlex ID: W7225635637