Factors Influencing Consumers’ Attitudes and Behaviours Towards Using Mobile Apps for Restaurant Dining Experiences and Decisions in Saudi Arabia

Abstract

Worldwide, consumers are using smart devices (mobile phones and tablets) to access information about restaurants. This research investigates the factors that influence restaurant consumers’ attitudes and behaviours towards using mobile phones to select restaurants in Saudi Arabia. The research adopted a mixed methodology, with qualitative research that informed the development of an online survey. Semi-structured interviews were conducted with 10 Saudi Arabian customers who frequently utilise their mobile phones to decide on restaurants. Thematic analysis identified positive attitudes towards using mobile phone channels (mobile web, SMS messages, or mobile applications (apps)) for restaurants, which focused on usefulness and ease of use, and negative attitudes, which focused on misleading information and extensive advertising. Respondents reported significant gains in using mobile phone channels for restaurant selection, particularly in terms of saving money and time. The qualitative research also identified Google Maps and Instagram as the most common mobile phone channels used for restaurant selection. The use of these channels before respondents visited restaurants exerted the greatest impact on their choice of restaurants. An online survey administered to customers who frequently used their mobile phone applications for choosing restaurants (n = 496) measured their attitudes and behaviours toward the use of Instagram and Google Maps for selecting restaurants. The results from structural equation modelling (SEM) found that three system factors: trustworthiness, usefulness and ease of use; and three individual factors: subjective norms, self-efficacy, and rational decision style, had significant positive influences on attitudes toward the use of mobile apps for selecting restaurants. Furthermore, attitudes toward the use of mobile apps had a positive influence on behavioural intention to use mobile apps, and both attitudes and behavioural intention to use mobile apps had a positive influence on the actual use of the mobile apps for selecting restaurants. The actual use of mobile apps for selecting restaurants had a significant positive influence on behavioural intention to visit the restaurants. The survey results also accentuated the moderating effects of mobile apps (Instagram and Google Maps), gender, and age on the relationships between all constructs in the research framework. This research makes a theoretical contribution by providing empirical support for the extended technology acceptance model (TAM), determining the factors that influence the attitudes towards using mobile apps, behavioural intention to use mobile apps, actual use of mobile apps, and behavioural intention to visit restaurants identified through mobile apps. The research also offers significant insights for restaurant management, emphasising that a mere presence on various communication platforms is insufficient; instead, restaurants must use their online presence more effectively to influence customer behaviour favourably. This will contribute to the overall success of their restaurant.