Graduation Year
2015
Document Type
Thesis
Degree
M.S.
Degree Name
Master of Science (M.S.)
Degree Granting Department
Graduate School
Major Professor
Ekaterina Berezina, Ph.D.
Committee Member
Wan Yang, Ph.D.
Committee Member
Susan Gordon, Ph.D.
Keywords
Self-Service Technologies, Technology Acceptance Model, Predictors of Customer Trial, Restaurant Type
Abstract
Since the release of the new iPad in 2010, few studies have explored the idea of tablet- based menus in restaurants. Since this is a new topic in the hospitality industry, there has not been literature that explores how personal traits influence the adoption intention of tablet-based menus. This study aims to explain the impact of innovation characteristics and individual differences on customer intentions to adopt tablet-based menus in restaurants of different service levels. With a random sample of 430 participants collected via Amazon’s Mechanical Turk, a regression analysis and an ANOVA test were performed. The results confirmed that only three variables (relative advantage, compatibility, and restaurant type) make a statistically significant contribution to predicting the adoption intention of tablet-based menus. It was also found that adoption intention of tablet-based menus differs across three restaurant types (quick-service restaurant, midscale restaurant, and upscale restaurant). The findings of this study provide an important insight to restaurant managers who may consider implementing tablet-based menus at their establishments. Limitations and ideas for future research are discussed.
Scholar Commons Citation
Suarez, Nataly, "Are Customers Ready for Tablet-Based Menus? An Analysis of the Innovation Characteristics that Influence the Intentions to Adopt Tablet-Based Menus" (2015). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/6033
