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<p>This research clarified the structure between the mediation–moderation models of the influence of technology application on restaurant brand equity and conducted a survey of 541 chain restaurant managers and employees. Regarding mediation, we found the relationship between perceived usefulness and the perceived ease of use and technology application and the relationship between the technology application’s acceptance of technology changes and brand equity. Regarding moderation, we found that the key moderation effect of bounded rationality concerns the relationship between the perceived ease of use and the technology application. Moreover, the relationship between perceived usefulness and the technology application, and uncertainty also reduces the relationship between the technology application and brand equity. The first-order and second-order models are discussed to improve the applicability and certainty of mediation as well as mediation detection in the analysis of restaurant brand equity by a technology application.</p>

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Critical criteria for restaurant technology application: the interrelationship effect of influencing technology acceptance and brand equity

  • 期刊论文

  • 发表日期：

    2025年1月17日

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  • Chih-Hsing Liu,
  • Sheng-Fang Chou,
  • Jun-You Lin

摘要

This research clarified the structure between the mediation–moderation models of the influence of technology application on restaurant brand equity and conducted a survey of 541 chain restaurant managers and employees. Regarding mediation, we found the relationship between perceived usefulness and the perceived ease of use and technology application and the relationship between the technology application’s acceptance of technology changes and brand equity. Regarding moderation, we found that the key moderation effect of bounded rationality concerns the relationship between the perceived ease of use and the technology application. Moreover, the relationship between perceived usefulness and the technology application, and uncertainty also reduces the relationship between the technology application and brand equity. The first-order and second-order models are discussed to improve the applicability and certainty of mediation as well as mediation detection in the analysis of restaurant brand equity by a technology application.