INTENTION to PATRONIZE*RESTAURANTS USING Ipad MENUS

Questionnaire

INTENTION TO PATRONIZE*RESTAURANTS USING iPAD MENUS

Recently there is a growing trend of restaurants replacing their printed menus with portable, touchscreen devices such as the iPad. The iPads are designed to resemble an actual menu which customers can browse through and zoom in to see each dish and finally select, confirm as well as track their ordered meals. With its restaurant-friendly features, the iPad has the potential to transform the dining and hospitality industry. This study intends to investigate your perceptions and intention to patronize* restaurants using iPad menus.

* To go to as a customer, especially on a regular basis

Instructions:

Please respond to each statement with whatever knowledge you have by circling your answer using the scales given. There is no right or wrong answer. Be honest in your assessment.

1 / 2 / 3 / 4 / 5 / 6 / 7
Strongly Disagree / Disagree / Somewhat Disagree / Neutral / Somewhat Agree / Agree / Strongly Agree
The iPad would provide …
PU1 / … complete information, such as meal choices and prices, which is helpful in ordering meals. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PU2 / … zoomable graphical interface that enables you to see each dish more clearly. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PU3 / … good functionality that enables you to browse the menu more conveniently. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PU4 / … fast response, which is useful in the process of ordering meals. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PU5 / The iPad’s features would make it more convenient to order meals compared to a paper printed menu. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PEOU1 / The iPad would provide an easy navigation interface. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PEOU2 / Learning to operate the iPad for ordering meals would be easy for you. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PEOU3 / You would find it easy to get the iPad to do what you want it to do. / 1 / 2 / 3 / 4 / 5 / 6 / 7
1 / 2 / 3 / 4 / 5 / 6 / 7
Strongly Disagree / Disagree / Somewhat Disagree / Neutral / Somewhat Agree / Agree / Strongly Agree
PEOU4 / It would be easy for you to become skillful at using the iPad to browse the menu. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PEOU5 / It would be easy to use the iPad. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PC1 / Using the iPad means that ordered meals can be prepared just the way you want. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PC2 / Using the iPad gives you control over the process of ordering meals. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PC3 / You would feel more in control using the iPad to order meals. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PC4 / By using the iPad to order meals, you would feel that you got just what you ordered. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PE1 / You would have fun interacting with the iPad. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PE2 / Using the iPad for ordering meals would provide you with a lot of enjoyment. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PE3 / You would enjoy using the iPad for ordering meals. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PE4 / Using the iPad to order meals would bring you pleasure. / 1 / 2 / 3 / 4 / 5 / 6 / 7
Using the iPad for ordering meals
would …
PN1 / … make you feel like you are doing something new and different. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PN2 / … make you feel surprised. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PN3 / … make you feel excited. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PN4 / …provide you with a different dining experience. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PV1 / Dining in a restaurant that adopts the iPad as a menu card would deliver you good value by enhancing you dining experience. / 1 / 2 / 3 / 4 / 5 / 6 / 7
1 / 2 / 3 / 4 / 5 / 6 / 7
Strongly Disagree / Disagree / Somewhat Disagree / Neutral / Somewhat Agree / Agree / Strongly Agree
PV2 / Dining in a restaurant that adopts the iPad as a menu card would be worthwhile by enhancing (improving) your dining experience. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PV3 / Compared to the other restaurants, those that adopt the iPad as a menu card promote a holistic (complete) experience of dining. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PV4 / Overall, dining in a restaurant that adopts the iPad as a menu card would deliver you good value by allowing you to experience special services. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PSE1 / I am confident about using the iPad as a menu card for my dining experience in the restaurant. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PSE2 / Using the iPad as a menu card for my dining experience would not be a challenge for me. / 1 / 2 / 3 / 4 / 5 / 6 / 7
PSE3 / I would feel comfortable using the iPad as a menu card for my dining experience. / 1 / 2 / 3 / 4 / 5 / 6 / 7
BI1 / You intend to patronize a restaurant in the future that uses the iPad as a menu card. / 1 / 2 / 3 / 4 / 5 / 6 / 7
BI2 / You predict you will patronize a restaurant in the future that uses the iPad as a menu card. / 1 / 2 / 3 / 4 / 5 / 6 / 7
BI3 / You expect to patronize a restaurant in the future that uses the iPad as a menu card. / 1 / 2 / 3 / 4 / 5 / 6 / 7
BI4 / You plan to visit a restaurant in the next six months that uses the iPad as a menu card. / 1 / 2 / 3 / 4 / 5 / 6 / 7
IN1 / I am willing to try new things or services. / 1 / 2 / 3 / 4 / 5 / 6 / 7
IN2 / I think it is very interesting to try new things or services. / 1 / 2 / 3 / 4 / 5 / 6 / 7
IN3 / I enjoy trying new things or services. / 1 / 2 / 3 / 4 / 5 / 6 / 7

Personal Profile

1. How old are you? ______years old

2. What is your gender? 1. Male 2. Female

3. What is your ethnicity? 1. Malay 2. Chinese 3. Indian 4. Others

4. What is your nationality?1. Malaysian 2. Others (please specify)______

5. Currently, what year of study are you in?

1. First year 4. Fourth year

2. Second year 5. Fifth year

3. Third year

6. Which school are you from? (e.g. School of Management) ______

7. What is your CGPA level? ______

Technological Ownership and Usage

8.Do you own a smartphone? 1. Yes2. No

9.If yes, what is the brand of your smartphone?

1.Apple (iPhone)5.Sony Xperia

2.Samsung6.LG

3.Nokia7.Others (please specify) ______

4.HTC

10.Do you own a tablet PC? 1. Yes2. No

11.If yes, what is the brand of your tablet PC?

1.Apple (iPad )5.Microsoft Surface

2.Samsung6.Sony

3.Asus7.Others (please specify) ______

4.Acer

12. How many years of experience do you have in using the internet? ______years

13.How many hours do you spend using the internet each day?

1.Almost never5.11 – 15 hours

2.Less than 1 hour6.16 – 20 hours

3.1 – 5 hours7.More than 20 hours

6 – 10 hours

14.Do you have a mobile internet (data) plan? 1. Yes2. No

END OF SURVEY

THANK YOU VERY MUCH FOR YOUR KIND COOPERATION

Important Notes

Topic 3

INTENTION TO PATRONIZE* RESTAURANTS USING iPAD MENUS

Underlying Theory:

Technology Acceptance Model (TAM) by Davis (1989)

Source:

Davis, F.D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.

Research Framework

Continued next page…

Description of variables used in the questionnaire

Item no. / Variable name / Source / No. of Items
PU1, PU2, PU3, PU4 and PU5 / Perceived Usefulness / Adapted from Wang & Wu (2013) / 5
PEOU1, PEOU2, PEOU3, PEOU4 and PEOU5 / Perceived Ease of Use / Adapted from Wang & Wu (2013) / 5
PC1, PC2, PC3, PC4 and PC5 / Perceived Control / Adapted from Wang & Wu (2013) / 4
PE1, PE2, PE3, PE4 and PE5 / Perceived Enjoyment / Adapted from Wang & Wu (2013) / 4
PN1, PN2, PN3, PN4 and PN5 / Perceived Novelty / Adapted from Wang & Wu (2013) / 4
PV1, PV2, PV3, PV4 and PV5 / Perceived Value / Adapted from Wang & Wu (2013) / 4
BI1, BI2, BI3 and BI4 / Behavioural Intention to Patronize / Adapted from Wang & Wu (2013) / 4
Additional variables not included as part of the research framework
PSE1, PSE2 and PSE3 / Perceived Self-Efficacy / Adapted from Cheon et al. (2012) / 3
IN1, IN2 and IN3 / Innovativeness / Adapted from Lee (2013) / 3

Sources:

Wang, H.-Y, & Wu, S.-Y. (2013). Factors influencing behavioural intention to patronize restaurants using iPad as a menu card. Behaviour & Information Technology, doi: 10.1080/0144929X.2013.810776

Cheon, J., Lee, S., Crooks, S.M., & Song, J. (2012). An investigation of mobile learning readiness in higher education based on the theory of planned behavior. Computers & Education, 59(3), 1054-1064.

Lee, S. (2013). An integrated adoption model for e-books in a mobile environment: evidence from South Korea. Telematics and Informatics, 30(2), 165-176.