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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Journal of International Food & Agribusiness Marketing
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
