Mapping the critical factors of emerging technologies adoption intention in foodservice industry: a modified total interpretive structural modeling approach

Abstract

ABSTRACT The advancement in technology is transforming the competitive ecosystem of the foodservice industry, thus enabling firms to enhance their intention to adopt emerging technologies. This transformation enables foodservice industry-based firms to focus on innovation and emerging technologies adoption within a rapidly changing business landscape. This study explores the critical factors of emerging technologies adoption intention in the foodservice industry and employs “modified total interpretive structural modeling” and “matrices impacts cruises multiplication applique classement” analysis to create a hierarchical model that establishes the relationship among identified factors impacting emerging technologies adoption intention. A five-level hierarchical model is developed. Findings of this study indicate that organizational characteristics and competitive pressure experienced by the foodservice industry are the driving factors that impact emerging technologies adoption intention. This paper helps to understand the dynamics between identified factors of technology adoption in the context of the foodservice industry using frameworks (“unified theory of acceptance and use of technology” and “technology acceptance model”). The proposed hierarchical model provides a structural framework that helps practitioners and researchers to understand the interrelation among critical factors of emerging technologies adoption intention in the rapidly evolving dynamic ecosystem of the foodservice industry.