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Factors Influencing Generation Y Customers Behavioral Intention to Use Augmented Reality For Menus in Dessert Cafes in Bangkok Metropolitan Region, Thailand |
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| รหัสดีโอไอ | |
| Creator | Nattalie Shinkoi |
| Title | Factors Influencing Generation Y Customers Behavioral Intention to Use Augmented Reality For Menus in Dessert Cafes in Bangkok Metropolitan Region, Thailand |
| Publisher | Assumption University Press |
| Publication Year | 2569 |
| Journal Title | AU-GSB e-Journal |
| Journal Vol. | 19 |
| Journal No. | 2 |
| Page no. | o1-14 |
| Keyword | Augmented Reality, Dessert Cafe, Behavioral Intention, Bangkok Metropolitan Region, Generation Y |
| URL Website | https://assumptionjournal.au.edu/index.php/AU-GSB/article/view/9259 |
| Website title | AU-GSB e-Journal |
| ISSN | 1906-3296 |
| Abstract | Purpose: This study investigates factors that influence Generation Y customers' behavioral intentions to use augmented reality (AR) menus in dessert cafes in the Bangkok Metropolitan Region of Thailand. Research design, data and methodology: The study employs a quantitative design, utilizing an online questionnaire that was pre-tested for reliability through expert reviews and a pilot test with 35 participants. The sample consists of 520 Generation Y individuals from the Bangkok Metropolitan Region who have dined at After You or Swensen's. Purposive and quota sampling methods were used to select cafes and participants. Data analysis was conducted using Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) to assess validity and reliability. Results: The study found that perceived usefulness and enjoyment are key factors influencing behavioral intention to use AR menus. With the strongest path coefficient of perceived enjoyment of 0.483. Seven of nine hypotheses were supported. These findings suggest Generation Y values enjoyment and usefulness when using AR menus. Findings: This study highlights the significant role of perceived usefulness and enjoyment in shaping Generation Y's intention to use AR menus in dessert cafes. These insights are valuable for dessert cafes seeking to attract Generation Y customers by prioritizing enjoyable and useful AR experiences. |
