UNDERSTANDING REPEAT USE AND WORD-OF-MOUTH IN RESTAURANT RESERVATION APPS: AN INTEGRATED UTAUT2 AND USES & GRATIFICATIONS APPROACH

Abstract

This study explores the technological and psychological factors influencing users’ repeat use and word-of-mouth (WOM) behavior regarding restaurant reservation apps in Saudi Arabia. By integrating the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) with the Uses and Gratifications (U&G) Theory, the research develops a comprehensive framework to assess how constructs such as performance expectancy, effort expectancy, hedonic motivation, price-saving orientation, societal pressure, and various gratification types shape e-satisfaction and usage intention. A cross-sectional survey of 485 Saudi app users was conducted, and the data were analyzed using confirmatory factor analysis (CFA) and structural equation modeling (SEM). The findings indicate that both technological and gratification-driven constructs significantly impact e-satisfaction and usage intention, which, in turn, positively influence repeat use intention and WOM behavior. This study advances hospitality and technology adoption literature by offering a context-specific model that bridges functional, emotional, and social motivations. Practically, it offers valuable insights for app developers, marketers, and hospitality professionals aiming to enhance user experience, drive retention, and foster digital engagement.