Influence of Technology on Consumer Behavior in the Digital Era

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Ravisara Limlahapun
Tatiana Kalganova

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The purpose of this research is to study how technology impacts consumer behavior within the hospitality sector with the introduction of mobile and the Internet of Things and social media. With the rapid development of technologies, the social behavior habits of consumers have significantly changed and are no longer in line with non-internet era. As digital technologies have greater integration in our everyday life, the hospitality sector, in this case restaurants, needs to be adapted respectively with deeper integration of newer technologies within its environment. 203 respondents responded to a questionnaire launched online. Another 1534 were observed to solidify the survey results. Respondents and those observed were classified into three groups – students, working professionals, and travelers. Data were analyzed by statistical program SPSS to show the mean, standard deviation, t-test, and significant values. Our study shows that current mobile applications lack the integration of significant factors found essential to consumers in the hospitality industry. The factors are the venue quality, convenience, transportation time, parking space, and whom to go with. It is vital for the hospitality industry to capture these factors and integrate the Internet of Things.

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