Why Young Consumers Engage with Mobile Self-Ordering Applications (MFOAs) at Restaurants During COVID-19: The Role of Functional and Psychological Factors
Jutikarn Na Nongkhai, Chompoonut Suttikun, Patcharaporn Mahasuweerachai
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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.
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.
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