Graduation Year


Document Type




Degree Name

Master of Science (M.S.)

Degree Granting Department

Graduate School

Major Professor

Ekaterina Berezina, Ph.D.

Committee Member

Wan Yang, Ph.D.

Committee Member

Susan Gordon, Ph.D.


Self-Service Technologies, Technology Acceptance Model, Predictors of Customer Trial, Restaurant Type


Since the release of the new iPad in 2010, few studies have explored the idea of tablet- based menus in restaurants. Since this is a new topic in the hospitality industry, there has not been literature that explores how personal traits influence the adoption intention of tablet-based menus. This study aims to explain the impact of innovation characteristics and individual differences on customer intentions to adopt tablet-based menus in restaurants of different service levels. With a random sample of 430 participants collected via Amazon’s Mechanical Turk, a regression analysis and an ANOVA test were performed. The results confirmed that only three variables (relative advantage, compatibility, and restaurant type) make a statistically significant contribution to predicting the adoption intention of tablet-based menus. It was also found that adoption intention of tablet-based menus differs across three restaurant types (quick-service restaurant, midscale restaurant, and upscale restaurant). The findings of this study provide an important insight to restaurant managers who may consider implementing tablet-based menus at their establishments. Limitations and ideas for future research are discussed.