Factors Affecting the Use of Internet of Things (IoT) Technology in the Restaurant Industry during COVID-19 Situation
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Abstract
This research is to study consumer behavior, choosing IoT technology in the restaurant industry during COVID- 19 situation. The study factor was superior functionality, aesthetic appeal, ease of use, and presence of IoT technology that influence continuance intentions and word-of-mouth intentions. The tool for collecting data was an online questionnaire with populations in the Bangkok Metropolitan Region who had experience in using IoT technology in the restaurant industry during COVID- 19 epidemic situation. The sample was obtained using the Cochran and obtained 514 samples that could be analyzed. The statistics used in the analysis were mean, standard deviation, correlation coefficient, and multiple regression analysis statistically significant level of .05. The result showed that all independent variable four factors influence the dependent variable with the mediator variable to get involved. The presence factor had the most influence on the continuance intentions factor at 69.80 percentage, but when the co-creation experience factor was added as a mediator variable, the value was reduced to 32.3 percentage. In addition, the co-creation experience factor also influenced word-of-mouth intentions with the continuance intentions factor as a mediator variable (81.6 percentage).
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