Influence of Food Vlogs Information on Guest Perceptions and Dining Preferences: An Extended Technology Acceptance Model Study

Influence of Food Vlogs on Guest Perceptions and Dining Preferences: An Extended Technology Acceptance Model Study Dr. Amita Kolapkar Assistant Professor, BVDUIHMCT, Pune Sanket Kale Assistant Professor, BVDUIHMCT, Pune Abstract India is a country with “unity in diversity.” It is rich in food and lifestyle. The food vlogs have become the important platforms in the consumer’s choice of restaurants during the digital age. In contrast to conventional advertisement, food vlogs give authentic information about a dining experience through visual appeal, accessibility, and reviews. This paper investigates the effects of food vlogging on the attitude and intention to dine among restaurant visitors based on the Technology Acceptance Model (TAM) extension. A descriptive correlational research methodology is applied, and a total of 196 visitors to restaurants in Pune City who utilize food vlogs in their decision making were surveyed. Four factors were measured, namely, perceived ease of use, usefulness, enjoyment, and credibility. Results showed that food vlogs significantly affect attitude and intention to dine. Of the four, usefulness has the highest level of significance. Entertainment, accessibility, and credibility can significantly improve the effectiveness of food vlogs.