Authors: Leonidas Pallikaris, Prodromos Chatzoglou

Title: Consumers' Intention to Use a Mobile Application for Remote Ordering in Venues

Abstract

Mobile ordering applications allow users to use a mobile smart device (smartphone, tablet etc.) to access a venue’s menu, order, pay and have the order delivered without the need of a waiter’s intervention, other than delivering the order. This application presents an increased value to users, as the time needed for ordering and paying is significantly reduced.

This study investigates user acceptance of a mobile ordering application using a new model which integrates an extended technology acceptance model (TAM) and the innovation diffusion theory (IDT). The proposed model is empirically tested using primary data collected with a newly developed structured questionnaire. Structural equation modeling was used to evaluate the causal model and confirmatory factor analysis was performed to examine the reliability and validity of the measurement model.

The main findings underline the direct positive effect of Compatibility, Social Influence, Prior Experience, Mobility, Perceived Risk and Net Income on the core TAM constructs, and the direct negative effect of Prior Experience to Usage Behavior. Further, Perceived Usefulness and Perceived Ease of Use are found to predict consumers' adoption of m-commerce