Factors Affecting The U-Computing use in the Restaurant Industry
There are many small and medium-sized enterprises (SMEs) take Location-based services (LBS) in marketing
strategy. They would provide Facebook check-in to get a benefit (e.g. discount, free dessert and coupon) to attract customers
purchasing. Therefore, this study is to understand which factors would affect restaurants adoption of (Facebook check-in).
This study collected 187 useful data that were analyzed by SmartPLS 2.0 software. The study finds entrepreneurial
orientation and market orientation positively affects innovation. In addition, business resources and innovation positively
affect u-computing use.
Keywords: Entrepreneurial Orientation; Market Orientation; Innovation; Business Resources; U-Computing Use; LBS