Customers’ Motivation to Adopt Augmented Reality (AR) Technology in a Restaurant

The food service business has been completely transformed over a decade. It’s due to the introduction of smart technology, which has resulted in an improved experience for customers while also enhancing the industry’s operational efficiency. One of the advanced technologies that have recently been used by these service companies is Augmented Reality (AR). Using the cognitive evaluation theory, the purpose of the current study was to examine what motivates the customers to adopt AR applications at the restaurant. The study focuses on customers who have not used or experienced the AR application previously. This research adopts a quantitative approach and uses convenient samples involving 164 participants. The findings revealed that consumers’ attitudes regarding AR apps in restaurants were shown to be positive when those apps offered both pleasant experiences (hedonic motivation) and effective data or functional advantages (utilitarian motivation). Moreover, it was revealed that attitude has a favorable impact on intention. It was hypothesized that consumers who had a positive view of AR applications were more likely to intend to use them. Drawing on principles from smart technology literature, this research advanced our understanding of how customers react to implementing augmented reality in the food service companies, especially in restaurants

Influence of video food ads in digital menu boards and healthy eating decisions

The affordability of plasma screens and high-speed Internet access has led to the proliferation of digital signage in public and private commercial locations over the past years. Marketers, content strategists and technologists have increasingly tried to capture the attention of consumers using digital signage, and this has led to rapid advances in the technology. Consumers, however, might be experiencing information overload characterized by exhibiting signs of display blindness, messaging fatigue and less optimal decision- making. Previous studies have shown that the use of video in digital signage can capture attention. This dissertation research examined how the use of video food ads in digital menu boards can influence more healthful eating choices. Methods included laboratory studies, eye-tracking studies and field studies where the effects of rotating images of healthful and less healthful food dishes were compared. Main and interaction effects were found for the use of rotating images as well as healthfulness of food choices. Factors influencing the healthfulness of choices are elaborated on in the findings

Practical, appropriate, empirically-validated guidelines for designing educational games

There has recently been a great deal of interest in the potential of computer games to function as innovative educational tools. However, there is very little evidence of games fulfilling that potential. Indeed, the process of merging the disparate goals of education and games design appears problematic, and there are currently no practical guidelines for how to do so in a coherent manner. In this paper, we describe the successful, empirically validated teaching methods developed by behavioural psychologists and point out how they are uniquely suited to take advantage of the benefits that games offer to education. We conclude by proposing some practical steps for designing educational games, based on the techniques of Applied Behaviour Analysis. It is intended that this paper can both focus educational games designers on the features of games that are genuinely useful for education, and also introduce a successful form of teaching that this audience may not yet be familiar with