Understanding the use of travel and restaurant platforms through the UTAUT2 model

Abstract

PurposeReservation of travel and leisure services through the digital environment has gained a growing role in society, influencing the revolution of the sector. It needs to be noted that there is a considerable lack of formal approaches to the identification of factors for the positive reception and use of these digital tools. For this reason, it is necessary to establish the main factors influencing the adoption and use of digital travel and restaurant platforms (TRPs), adding to the theoretical model two new factors: trust and word-of-mouth (WOM). This paper aims to discuss the aforementioned ideas.Design/methodology/approachA theoretical model has been proposed, based on the extended unified theory of acceptance and use of technology (UTAUT2). Data collection was conducted through an online survey, in which 331 responses were compiled. Data obtained were analysed using structural equation modelling (SEM) with AMOS v27 software.FindingsThe results show that performance expectancy and WOM have a significant impact on the adoption of TRPs. However, it was found that effort expectancy, social influence, facilitating conditions, trust and price/value are not significant variables.Social implicationsThis research confirms that WOM communication positively influences the use of TRPs, facilitating various aspects for restaurant customers, including reducing wait times, streamlining the ordering process for allergic and intolerant customers, enhancing loyalty programs, order management and the opportunity to provide a personalised experience.Originality/valueThis study is the first to incorporate WOM variable into the extended UTAUT2 model applied to TRPs. Through a literature review, it has paved the way for significant future research directions that have not been adequately addressed by the scientific community, including the adoption and usage of food delivery platforms and online review platforms, as well as the behaviour of disabled customers towards these platforms.

Beyond convenience: exploring the determinants of continuance usage intentions in online food delivery services in Vietnam

“…As expected, performance expectancy, social influence, and facilitating conditions indeed have a significant impact on continuance usage intentions. However, the non-significant impact of effort expectancy on continuance usage intentions in Vietnam's OFD market differs from typical findings within the UTAUT framework, where effort expectancy is generally a significant predictor of technology adoption (Gansser & Reich, 2021;García de Blanes Sebastián et al, 2023;Mizal & Wijayangka, 2020;Osei et al, 2021;Tamilmani et al, 2021;Yu et al, 2021). This inconsistency could be influenced by the high technological literacy and adaptability among Vietnamese consumers, potentially diminishing the perceived importance of ease of use.…”

“…In the context of online food delivery services, PE relates to consumers' beliefs regarding the efficiency, convenience, and time-saving attributes of using OFD services (Li et al, 2020). Research in various domains, including online education, digital apps, and online food delivery services, has consistently shown a positive relationship between PE and the intentions to use a technology (Gansser & Reich, 2021;García de Blanes Sebastián et al, 2023;Osei et al, 2021;Tamilmani et al, 2021;Yu et al, 2021). Therefore, the following hypothesis is proposed: H1.…”