Original scientific paper

https://doi.org/10.22598/at/2022.34.1.51

RESTAURANTS: APPLYING AN EXTENDED TECHNOLOGY ACCEPTANCE MODEL

Pero Labus orcid.org/0000-0001-8098-7711 ; Retoi d.o.o., Split, Croatia
Dejan Jelovac orcid.org/0000-0002-8128-2243 ; Faculty of Information Studies in Novo mesto, Novo mesto, Slovenia

Abstract

The technology acceptance model and its extensions have been the leading theoretical paradigm in explaining users’ acceptance of smart technologies, including in the hospitality and tourism industry. This study applied a modified technology acceptance model to customer acceptance of a novel digital wine menu application in hotel restaurants in Croatia and Serbia. The results of a self-report survey of 406 respondents analysed using partial least squares structural equation modelling indicated that the perceived ease of use, perceived usefulness and perceived enjoyment explained a substantial proportion of the variance in customers’ behavioural intention to return to the restaurant and/or spread positive word-of-mouth, as well as perceived service quality. The perceived risks of using the technology had a negligible impact on the two outcomes of interest. The results confirm and extend previous research on customers’ technology acceptance in the hospitality sector. The managerial implications of these findings and suggestions for future research are discussed.

Keywords

restaurant menu; digital menu; wine list; technology acceptance model; customer satisfaction

Hrčak ID:

279383

URI

https://hrcak.srce.hr/279383

Publication date:

21.6.2022.

Article data in other languages: croatian

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