Examining the role of untact innovative technologies in restaurants and consumer purchase intention: tackling with post COVID-19 circumstances

The current research sought to investigate how untact innovative technologies, subjective norms and perceived behavioural control impact restaurant customers' purchase intention during COVID-19 pandemic. The research survey is conducted through online platforms including social media websites and direct e-mails to respondents. For data analysis, 370 valid questionnaires were used. Structural equation modelling approach was employed for data analysis. Findings of the structural equation modelling approach revealed that collectively subjective norms, perceived behavioural control, expected cleanliness, lower employee interaction and customer attitude explained R2 77.1% substantial variance towards customer purchase intention. This study suggests that policy makers should introduce untact innovative technologies that will reduce employee interaction with customers. Similarly, cleaning through ultraviolet radiation will encourage customers to purchase food in untact environment during COVID-19 pandemic. This research is significant as it provides innovative solution for hospitality industry during and post COVID-19 pandemic crisis using untact innovative technologies.