As the technology knowledge applications rapidly grow, the public judgments on molecular gastronomy message are more different for everyone. This is because the public's social-economical background on molecular gastronomy message absorptions are different that creates individual's value and attitude differences on understanding and participation in the science and technology knowledge. Therefore, the purpose of the study is to explore the public judgments of molecular gastronomy by applying Technology Acceptance Model (TAM) and Theory of Reasoned Action (TRA) and attempts to use human interaction behavior and science and technology to discuss how to enhance the public judgments on molecular gastronomy messages and behavioral intention. The results shows that perceived usefulness is more important than perceived ease of use; perceived usefulness has higher positive effect on attitude toward; attitude toward using act as a mediator between perceived ease of use and behavioral intention. Perceived usefulness has a partial meditation effect between perceived ease of use and attitude toward using.
關聯:
Journal of Global Business Management vol. 7, no. 2
