Understanding restaurant consumers´ reaction toward the iPad menu

The impact of the iPad has been radically big in the world. There are restaurants having provided services by substituting Apple´s touch-screen iPad for their printed menus recently. Thus, the objective of this study was to propose and test a research model involving both cognitive and affective components that can influence potential restaurant visitors´ behavioral intention to visit by way of influencing their value perceptions. Structural equation modeling was used to analyze the model. Theoretical and practical implications of the outcome were addressed.