Proceedings of the 3rd International Conference on Big Data Economy and Digital Management, BDEDM 2024, January 12–14, 2024, Ningbo, China

Research Article

Adapting the Technology Acceptance Model for Food Odering Apps in Malaysia: An Exploration of Consumer Behavior and External Influences

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  • @INPROCEEDINGS{10.4108/eai.12-1-2024.2347219,
        author={Xun  Yu},
        title={Adapting the Technology Acceptance Model for Food Odering Apps in Malaysia: An Exploration of Consumer Behavior and External Influences},
        proceedings={Proceedings of the 3rd International Conference on Big Data Economy and Digital Management, BDEDM 2024, January 12--14, 2024, Ningbo, China},
        publisher={EAI},
        proceedings_a={BDEDM},
        year={2024},
        month={6},
        keywords={mobile applications adoption technology acceptance model (tam) malaysian consumers consumption behavior},
        doi={10.4108/eai.12-1-2024.2347219}
    }
    
  • Xun Yu
    Year: 2024
    Adapting the Technology Acceptance Model for Food Odering Apps in Malaysia: An Exploration of Consumer Behavior and External Influences
    BDEDM
    EAI
    DOI: 10.4108/eai.12-1-2024.2347219
Xun Yu1,*
  • 1: Tunku Abdul Rahman University of Management and Technology
*Contact email: yux-wr23@student.tarc.edu.my

Abstract

This study examines the adoption of mobile applications by Malaysian consumers, particularly in the catering industry. The rapid growth in the use of mobile applications in Malaysia was driven by government policies restricting movement during the COVID-19 pandemic as well as the proliferation of Internet services. Davis introduced the Technology Acceptance Model (TAM) to explain the factors influencing technology adoption. This study assesses the applicability of the TAM to the specific context of Malaysia and its consumers. Through in-depth interviews, we investigated the mobile application usage behaviour of 12 Malaysian consumers. The focus was on understanding the factors that influence the acceptance of these apps. Three salient questions and the corresponding responses from the participants were analysed in this study.The transcribed interviews data will be analysed using thematic analysis. The results show that there are differences in the determinants of technology acceptance compared to traditional TAM. Further investigation also showed that the two key elements of perceived ease of use and perceived usefulness were only appropriate for consumer intention. On the other hand, this study focuses on the actual consumption behaviour of Malaysian consumers. Therefore, this study proposes to discuss the convenience and difficulty factors which have not been discussed in the TAM.