Market Influence to use AI on the Operational Performance of Small-Scale Food Restaurants: A Quantitative Study Based upon Technology Acceptance Model (TAM)
Abstract/Description
Market Influence to use AI on the Operational Performance of Small-Scale Food Restaurants: A Quantitative STUDY Based Upon TECHNOLOGY ACCEPTANCE MODEL (TAM)
Background:
This study is one of the initial studies that will relate use of AI with the increase in the operational performance of small Businesses through complying the postulates of TAM Model. Previously the model has rarely been used with the small businesses. However, the effect of external factors like technological requirement is always associated with use of TAM in the research. Therefore, this study is developed to leverage further research in the domain of marketing and research.
Problem:
Previous studies conducted in this domain are based upon developed and western sides of the world. Hence, this is one of the prime studies that focused extensively upon Asian markets. Similarly, previous no studies from Pakistan uses TAM model for understanding of operational performance of small businesses.
Methodology:
The philosophy of research accompanied in this study is epistemology, the philosophical stance is post-positivism and research strategy is survey. The purpose of research is correlational, study setting was non-contrived and unity of analysis is individual in nature in order to collect data from business owner using AI for the growth and better performance of their business. Thus, the data can not be collected from mass population. Therefore, in order to make the findings of this study effective and valued for masses this study collected data through quota sampling and sample size for the study is 100 respondents.
Analysis:
Analysis has been made through using structural equation modeling through SMART-PLS. The model of this study is higher level reflective-reflective model that reflects adequately upon the reliability and validity of the data. Empirical findings of the study indicated that the use of AI is important for the growth of business and it is also beneficial for the increase in operational performance of small businesses.
Limitations:
This study also has some theoretical and practical limitations as the study has been focused on small scale food restaurants. Hence, further studies may be conducted in understanding use of AI for other industries like textile, fabric and transportation.
Practical Implications:
is study is also conducted to make readers understand the use of AI for operational performance. Therefore, this study would act as the base of effective policy making to assess operational performance. Moreover, this study will also be providing better understanding of use of AI for small food businesses as most of the times studies are focused upon large-scale business. Hence, this unique point will aid the performance and significance of this study to masses
Social Implications:
This study is also important to make readers use AI for increase of social factors related with restaurant business through applying the theories of motivation and consumer behavior models.
Key Words: Artificial Intelligence, Small Businesses, SMEs, Operational Performance, Market, Food Restaurants, Technology Acceptance Model (TAM) & AI adoption
Keywords
Artificial Intelligence, Small Businesses, SMEs, Operational Performance, Market, Food Restaurants, Technology Acceptance Model (TAM) & AI adoption
Track
Marketing
Session Number/Theme
Marketing - Session II
Session Chair
Dr. Mahar Ali
Start Date/Time
14-6-2025 10:55 AM
End Date/Time
14-6-2025 12:35 PM
Location
MCC -15 2nd Floor, AMAN CED Building
Recommended Citation
Sultan, M. F., Khan, S., & Tunio, M. N. (2025). Market Influence to use AI on the Operational Performance of Small-Scale Food Restaurants: A Quantitative Study Based upon Technology Acceptance Model (TAM). IBA SBS 4th International Conference 2025. Retrieved from https://ir.iba.edu.pk/sbsic/2025/program/114
COinS
Market Influence to use AI on the Operational Performance of Small-Scale Food Restaurants: A Quantitative Study Based upon Technology Acceptance Model (TAM)
MCC -15 2nd Floor, AMAN CED Building
Market Influence to use AI on the Operational Performance of Small-Scale Food Restaurants: A Quantitative STUDY Based Upon TECHNOLOGY ACCEPTANCE MODEL (TAM)
Background:
This study is one of the initial studies that will relate use of AI with the increase in the operational performance of small Businesses through complying the postulates of TAM Model. Previously the model has rarely been used with the small businesses. However, the effect of external factors like technological requirement is always associated with use of TAM in the research. Therefore, this study is developed to leverage further research in the domain of marketing and research.
Problem:
Previous studies conducted in this domain are based upon developed and western sides of the world. Hence, this is one of the prime studies that focused extensively upon Asian markets. Similarly, previous no studies from Pakistan uses TAM model for understanding of operational performance of small businesses.
Methodology:
The philosophy of research accompanied in this study is epistemology, the philosophical stance is post-positivism and research strategy is survey. The purpose of research is correlational, study setting was non-contrived and unity of analysis is individual in nature in order to collect data from business owner using AI for the growth and better performance of their business. Thus, the data can not be collected from mass population. Therefore, in order to make the findings of this study effective and valued for masses this study collected data through quota sampling and sample size for the study is 100 respondents.
Analysis:
Analysis has been made through using structural equation modeling through SMART-PLS. The model of this study is higher level reflective-reflective model that reflects adequately upon the reliability and validity of the data. Empirical findings of the study indicated that the use of AI is important for the growth of business and it is also beneficial for the increase in operational performance of small businesses.
Limitations:
This study also has some theoretical and practical limitations as the study has been focused on small scale food restaurants. Hence, further studies may be conducted in understanding use of AI for other industries like textile, fabric and transportation.
Practical Implications:
is study is also conducted to make readers understand the use of AI for operational performance. Therefore, this study would act as the base of effective policy making to assess operational performance. Moreover, this study will also be providing better understanding of use of AI for small food businesses as most of the times studies are focused upon large-scale business. Hence, this unique point will aid the performance and significance of this study to masses
Social Implications:
This study is also important to make readers use AI for increase of social factors related with restaurant business through applying the theories of motivation and consumer behavior models.
Key Words: Artificial Intelligence, Small Businesses, SMEs, Operational Performance, Market, Food Restaurants, Technology Acceptance Model (TAM) & AI adoption
