Why Young Consumers Engage with Mobile Self-Ordering Applications (MFOAs) at Restaurants During COVID-19: The Role of Functional and Psychological Factors

Q2 Business, Management and Accounting

Journal of International Food and Agribusiness Marketing Pub Date : 2023-09-12 DOI:10.1080/08974438.2023.2255573

Jutikarn Na Nongkhai, Chompoonut Suttikun, Patcharaporn Mahasuweerachai

引用次数: 0

Abstract

Artificial intelligence (AI) applications are widely used in restaurants to reduce the COVID-19 pandemic and maintain social distancing. This study examines factors influencing consumers to use mobile self-ordering applications (MFOAs) in restaurants. The TAM model is used as a theoretical background to explain consumers’ attitudes and behaviors when using mobile self-ordering applications in restaurants. A total of 699 respondents were obtained. The results of structural equation modeling (SEM) show that enjoyment and social norms play a critical role in leading young consumers to engage with these applications, resulting in their overall experience and advocacy in the context of AI service in restaurants. Thus, the findings of this study help extend the literature on the TAM model.

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为什么年轻消费者在2019冠状病毒病期间在餐厅使用移动自点餐应用程序(MFOAs):功能和心理因素的作用

人工智能(AI)应用程序被广泛应用于餐馆，以减少新冠肺炎大流行和保持社交距离。本研究探讨了影响消费者在餐厅使用移动自点餐应用程序的因素。本文以TAM模型作为理论背景来解释消费者在餐厅使用移动自点餐应用程序时的态度和行为。调查共获得699名受访者。结构方程模型(SEM)的结果表明，享受和社会规范在引导年轻消费者参与这些应用程序方面发挥着关键作用，从而导致他们在餐厅人工智能服务背景下的整体体验和倡导。因此，本研究的发现有助于扩展TAM模型的文献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Food and Agribusiness Marketing Business, Management and Accounting-Business and International Management

CiteScore

4.90

自引率

0.00%

发文量

期刊介绍： The Journal of International Food & Agribusiness Marketing is a timely journal that serves as a forum for the exchange and dissemination of food and agribusiness marketing knowledge and experiences on an international scale. Designed to study the characteristics and workings of food and agribusiness marketing systems around the world, the journal critically examines marketing issues in the total food business chain prevailing in different parts of the globe by using a systems and cross-cultural/national approach to explain the many facets of food marketing in a range of socioeconomic and political systems.