Consumer Perceptions and Acceptance of AR Menus in the Restaurant Industry

Augmented reality (AR) technology is expanding into the restaurant industry, yet the use of AR menus has not been investigated yet. The purpose of this research is to study consumers' perceptions of the use of AR menus in restaurants. A research model grounded in the Technology Acceptance Model (TAM) was used for the study. After 368 responses were collected through an online self-administered survey, multiple regression analyses were performed to explore the impact of factors on customer intention. The results of the study indicated that perceived usefulness, perceived innovativeness, subjective norm, perceived enjoyment, and perceived benefit influenced customer intention. In addition, it was found that there are gender differences in consumer intention. Managerial and theoretical implications are discussed; limitations and recommendations for future study are also provided.