Abstract
Considering the potential of using extended reality technology in the restaurant industry, this study examined the importance and necessity of perceived innovativeness to customer reactions. For this purpose, data were collected through an online survey company and 298 samples were used for empirical analysis. The analysis results showed that perceived innovativeness has positive effects on attitude, intention to use, and word-of-mouth intention. In addition, attitude played an important role in the formation of behavioral intentions. Furthermore, gender and age functioned partly as moderators. More specifically, men showed a more favorable attitude than women when they perceived an extended reality restaurant as innovative. Concerning age, attitude significantly moderated the relationship between attitude and intention to use in the 'high-age group' (39 years old or older). The current paper was the first to study the extended reality restaurant, so its findings can have much theoretical importance. Consequently, this study suggests theoretical and practical implications in developing effective management strategies for companies that have introduced or plan to use extended reality restaurants in the future.
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