A Study on the Intention to Use of a Mobile Food Materials Ordering System based on Service Quality: Focused on Extended Technology Acceptance Model

The proliferation of information and communication technologies, such as mobile devices, artificial intelligence, and platform services, is ushering in a new era of food technology in the food service industry. Hence, in this study, we utilized the extended Technology Acceptance Model (TAM) to investigate the impact of service quality in mobile food materials ordering systems on the perceived ease of use, perceived usefulness, and intention to use. To carry out the study, a total of 300 questionnaires were collected from November 1 to 30, 2022, but only 281 (93.67%) were used for the analysis. To examine the hypothesized relationships in the model, a structural equation model was utilized. The study produced the following findings: Firstly, the service quality factors of timeliness, reliability, sympathy, and customized service in the mobile food ordering system had a positive impact on the perceived ease of use. Secondly, the perceived ease of use was found to have a significant effect on perceived usefulness. Lastly, the perceived ease of use was observed to have a significant influence on the intention to use. This study highlights the need for greater emphasis on improving service quality to facilitate the use of mobile food materials ordering systems by managers and to expand the mobile food materials ordering market.