Title: Consumers' intention to use Mobile-Menu and destination clusters

Authors: Ming-Chun Tsai; Ching-Chan Cheng

Addresses: Department of Business Administration, Chung Hua University, No. 707, Sec. 2, WuFu Rd, HsinChu City 300, Taiwan. ' Department of Food and Beverage Management, Taipei College of Maritime Technology, No. 212, Yen Ping N. Rd., Sec. 9, Taipei City 111, Taiwan

Abstract: This study aimed to investigate consumers' intention to use Mobile-Menu (M-Menu) and the effect of consumers' Technology Readiness (TR) on their attitude towards and Behavioural Intention (BI) to use M-Menu. Furthermore, this study explored the differences in M-Menu perceptions among clusters by applying the Technology Readiness Index (TRI) to divide restaurant consumers into different clusters. A questionnaire survey was conducted on consumers at low-cost restaurants in Taipei City. The findings showed that the consumers upheld a positive attitude towards M-Menu and were willing to use them. This study also divided consumers into four clusters: 1) technology explorers; 2) technology recipients; 3) technology optimists; 4) technology laggards. The attitude and behavioural intention to use M-Menu differed among these clusters.

Keywords: m-menus; mobile menus; TAM; technology acceptance model; TRI; technology readiness index; mobile communications; destination clusters; consumer intentions; behavioural intention; Taiwan; consumer attitudes.

DOI: 10.1504/IJMC.2013.050994

International Journal of Mobile Communications, 2013 Vol.11 No.1, pp.36 - 55

Published online: 17 Feb 2013 *

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