Paper Title :Factors Affecting The U-Computing use in the Restaurant Industry

Author :Mu Lan Ma, Shui Lien Chen

Article Citation :Mu Lan Ma ,Shui Lien Chen , (2017 ) " Factors Affecting The U-Computing use in the Restaurant Industry " , International Journal of Management and Applied Science (IJMAS) , pp. 1-5, Volume-3,Issue-9

Abstract : 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

Type : Research paper

Published : Volume-3,Issue-9

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