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The augmented reality (AR) technology developed in recent years aims at improving the interaction between companies and customers, but it has rarely been looked into by the catering industry. Based on the technology acceptance model, taking 12 high-priced creative cuisine restaurants in Taipei, Taiwan as an example investigated the relationship between quality, AR experience, cognitive value, and patronage intention. A total of 512 customer questionnaires were effectively recovered. This study found that quality had a significant influence on patronage intention, and AR experience had a moderating effect on quality and patronage intention.
Wen-Jung Chen (Fri,) studied this question.