Application of the extended UTAUT to the field of 3D-printed food restaurant: focusing on the technology readiness index

Purpose The objective of this study is to identify the significance of the extended unified theory of acceptance and the use of technology (UTAUT) model with the moderating role of the technology readiness index (TRI) in the context of a 3D-printed food restaurant. Design/methodology/approach The data was collected from 313 respondents in the USA, which has a high-TRI score, and 315 respondents in Bangladeshi, which has a low-TRI score. Findings The results revealed that all five dimensions of the extended UTAUT model significantly impact attitude in the USA, whereas three dimensions significantly affect attitude in Bangladeshi. The findings also indicate that attitude is a key determinant of trust and behavioral intentions across both countries. Lastly, the moderating role of TRI was identified. Originality/value This study extends the original UTAUT model by integrating perceived risk in the context of 3D-printed food restaurants for the first time. Furthermore, this study identified cultural differences by using consumers from the USA and Bangladesh, categorized based on the TRI, as a moderating variable.