Abstract
This paper examines the adoption of mobile applications for restaurant searches and/or reservations (MARSR) by users, as part of their experiential quality. Following an extended and expanded version of UTAUT-2, this research proposes eight determinants of intentions to use: performance expectancy, effort expectancy, facilitating conditions, hedonic motivation, price-saving orientation, habit, social influence, and perceived credibility. The data were collected from Spanish users of MARSR applications (n = 1200), and analyzed using structural equation modeling (SEM). The findings confirm the need to extend and expand UTAUT-2 by incorporating perceived credibility and the social norm approach. The results gathered from SEM indicate that the drivers of intentions to use MARSR are, in order of impact: habit, perceived credibility, hedonic motivation, price-saving orientation, effort expectancy, performance expectancy, social influence, and facilitating conditions. Habit, facilitating conditions, and intentions to use are significantly related to use. Additionally, the moderating effects of gender, age, and experience were tested by means of a multi-group analysis. The users’ experience was seen to exert a moderating effect in some of the relationships hypothesized in the model, while gender and age did not play a significant role. The findings have both research and practical implications.
Highlights
The use of smartphones continues to grow around the world, and is expected to reach 2.87 billion in 2020, which will represent an increase of 83% since 2014 [1]
This paper examines the adoption of mobile applications for restaurant searches and/or reservations (MARSR) by users, as part of their experiential quality
Are there any significant differences in terms of gender, age, and experience that influence those drivers?. Taking these criteria into account, this research aims to gain a better understanding of the acceptance of MARSR by pursuing the following objectives: (1) To extend and expand the UTAUT-2 model by including price-saving orientation instead of price value, which is used in the original model, as well as the new dimensions of social influence, and the perceived credibility factor; (2) To test the conceptual model with a sample of Spanish users of MARSR; and (3) To investigate the moderating effects of gender, age, and experience
Summary
The use of smartphones continues to grow around the world, and is expected to reach 2.87 billion in 2020, which will represent an increase of 83% since 2014 [1]. MARSR provide users with information on exactly what the carrying capacity of the restaurant is, how soon it is available in real-time, and when there will be tables available, in a similar way to other tourist services [4]. This removes uncertainty about times, and eliminates customer waiting time and overcrowding, which are usually related to environmental damage [5]. The literature explaining the acceptance and the use of information and communication technologies (ICTs) is constantly increasing in size and scope; yet, to date, it has not provided any insight into consumers’ adoption of MARSR
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