The advancement in technology, increased sales of mobile devices and availability of broadband Internet has spurred the introduction of new digital technologies, such as restaurant reservation systems (RRS). This technology allows the $329 billion industry the opportunity to optimize interactions between customers and restaurant operators/owners. Therefore, understanding restaurant customers’ acceptance and usage of this new technology is pertinent to helping the industry have better insights into how their customers feel about and use these platforms. Building on the Technology Acceptance Model (TAM) framework, this study analyzed the effect of the external variables eWOM valence, eWOM usefulness and perceived credibility on consumers’ attitude toward and intention to use the RRS. Online questionnaires were distributed and the final sample of usable data comprised 203 respondents across the United States. The results of multiple regression analyses show a positive influence of the original TAM constructs (perceived ease of use and perceived usefulness) in addition to eWOM valence had positive effects on attitude while attitude, eWOM usefulness and perceived credibility had positive effects on behavioral intention. Also, the study found attitude to possess a partial mediating role in the interaction between PEOU/PU and behavioral intention in the usage and acceptance of RRS.
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