The Perception of Consumer Behaviors in Subscription Platforms for Surplus Food Restaurants—An Analytical View of the Technology Acceptance Model

Subscription services have become popular in recent years, breaking the traditional business model of one-time payment and prompting operators to build long-term loyal relationships with their customers. As smartphones are popular in Taiwan and the Taiwanese have a high acceptance of new technologies, is it possible for domestic restaurants to reach a win-win situation for both consumers and restaurant operators and to reduce food waste through subscription services? The Technology Acceptance Model was used in this study to explore consumers’ perceived usefulness, perceived ease of use, and attitudes toward restaurant subscription platforms, with two variables, new environmental paradigm and environmental behavior, added to probe the relations with intention to use. This study was conducted by convenience and snowball sampling, and the subjects were consumers eating out. A total of 400 questionnaires were collected and 369 valid ones were returned, with a response rate of 92.25%. The results show that perceived usefulness, perceived ease of use, new environmental paradigm, environmental behaviors, and attitude toward using have significant positive effects, and attitude toward using has the same effect on intention to use. In addition, attitude toward using has a mediating effect on perceived usefulness, new environmental paradigm, environmental behavior, and intention to use. Finally, it is expected that the results of this study can be used as a reference for restaurant operators to adopt subscription services in order to build long-term and stable relationships with consumers. Furthermore, new entrepreneurs can also evaluate the feasibility of building a subscription platform like this one, which can provide a convenient and economical option for consumers dining out, as well as reduce food waste.