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It is important to elaborate on all four dimen-
sions of TR to better comprehend the concept in
this research. Optimism in TR is referred to a cus-
tomer's constructive view of technology in which
control, flexibility, convenience and efficiency are
among the concerns. Walczuch, Lemmink and
Streukens (2007) defined optimism as the tendency
to believe that one will generally experience good
versus bad outcomes in life. They added that opti-
mists often look for strategies than pessimists and
these strategies will produce more effective and
favorable outcomes. These types of customers will
be less likely to bother on the negative side thus
they are more likely to accept and confront the
situation rather than hide away from it.
The other driver is innovativeness which is
defined as the tendency to be a thought leader and
technological pioneer (Parasuraman, 2000). This
dimensions specifically dig out the level individuals
assume themselves as being among the forefront
adopters of technology. Karahanna, Straub and
Chervany (1999) added that there are individuals
who are among the first adopters who have less
complex belief sets about new technology hence
increase their willingness to try out any latest tech-
nology emerge in the market.
One of the inhibitors is the dimension of dis-
comfort which refers to the situation in which the
individual is unable to manipulate technology and
gets intimidated with his or her incompetence.
Insecurity on the other hands is defined as the level
of distrust among individuals towards technology
and its potential to function properly. Kwon and
Chidambaram (2000) talked about the apprehen-
siveness among individuals who have fears of using
technology probably due to their skepticism on the
matter.
All in all, the four TR dimensions represent dif-
ferent characteristics and psychological processes
underlying technology adoption. Both motiva-
tors and inhibitors will dominate every individual
in shaping up their behavior towards technology
adoption (Lam, Chiang & Parasuraman, 2008).
that people buy products or services not only for
what they do but also for what they mean to do.
Therefore, a multidimensional approach has
been used to assess CPV as what has been used
by Yieh et al. (2012) study who measured CPV
through four specific dimensions; in-use value,
social value, emotional value and security value.
The in-use value scale was actually originated from
Keeney (1999) and it is one of the measurements
of the rational aspect of CPV. This measurement is
beneficial in assessing one's opinion on items like
convenience, time and flexibility.
Meanwhile, for the social value developed by
Sweeney and Soutar (2001), it would measure
individuals' feelings and their impression towards
the use of technology and further understand how
they perceive the usage in enhancing their sense of
belongings. The authors also came out with emo-
tional value scale to measure the experiential aspect
of CPV which is more complicated and pragmatic
at the same time. It is as simple as measuring one's
happiness, contentment and frustration towards
technology.
Realizing the relationship with technology
and the usage of internet for the entire system in
tablet-based menu ordering, it is obvious that the
researcher must also explore CPV from e-business
perspective where security could be one of the most
critical issues to be tackled (Chen & Dubinsky,
2003; Keeney, 1999). As mentioned in the previ-
ous chapter, customer can also use the tablet-based
menu ordering for different activities other than
just placing the order hence some of their informa-
tion might get exposed during the experience. In
measuring this dimension the security value con-
structed by Torkzadeh and Dhillon (2002) will be
referred to in relation to the CPV.
2.3
The relationship between TR and CPV
Many studies have looked at the relationship
between the TR and technology acceptance model
(TAM) in this related field. There is only one study
found which addressed the relationship between TR
and CPV which has been done by Yieh et al. (2012)
in which the perceived ease-of-use and perceived
usefulness often used in TAM was modified and
further expanded into a more comprehensive way
as explained in CPV. The researcher has decided to
look at the similar dimension as proposed by Yieh
et al. (2012) who clearly demonstrated that TR has
a significant impact on CPV. A similar concept
with Theory of Reasoned Action (TRA) and The-
ory of Planned Behavior (TPB) can be seen here
to say the least where TR act as the main factor
in determining consumer attitude, intention and
behavior while CPV is the antecedent of attitude,
intention and behavior.
2.2
Customer Perceived Value (CPV)
Customer Perceived Value (CPV) is one of the most
important elements in this research. According to
Yieh et al. (2012) CPV has been considered as one
of the critical mean to analyze service quality, cus-
tomer satisfaction and even consumer behavior.
The dimensions under CPV could be tailored to
the context of study since there is no universally
accepted construct and conceptualization to this
day (Sánchez-Fernández, Angeles Iniesta-Bonillo &
Holbrook, 2009). CPV construct is centered on the
trade-off between the benefits and sacrifices when
using technology. It is noteworthy to understand
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