Factors influencing behavioural intention to patronise restaurants using iPad as a menu card

Recently, several restaurants have launched mobile technology-based self-services by replacing their printed menus with iPads. To assess the perceived value of the iPad menu from the customers’ perspective, this study proposed and tested a new research model which includes both functional and emotional aspects of customers’ attitudes. The aim was based on the supposition that an overall value judgement in regard to using the iPad menu to promote dining experience will influence customers’ behavioural intention to patronise restaurants that use the new technology; 332 usable data gathered from cyberspace were tested against the research model. The results demonstrated the importance of perceived value. All functional factors (i.e. perceived control, perceived usefulness and perceived ease of use) and emotional factors (i.e. perceived enjoyment and perceived novelty) were significantly affecting perceived value. For managers interested in investing in these mobile self-service technologies, the findings provided them with sound advice based on empirical research.