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The Chinese catering industry, contributing ~5.29 trillion yuan (USD 743 billion) in revenue in 2023, is undergoing a technological revolution driven by artificial intelligence (AI). Despite this national surge, small and medium-sized enterprises (SMEs) in Guizhou Province exhibit a significantly lower rate of AI adoption, only about 10% compared to 25–30% in more developed regions. This underutilization presents a critical problem, limiting operational performance and competitive advantage in a rapidly evolving market. Addressing this gap, the study examines the direct impacts of perceived usefulness, perceived ease of use, cultural acceptance of AI, and government policy support on the operational performance of Guizhou’s catering SMEs. It further investigates the mediating role of AI integration level in these relationships. The novelty of this research lies in its integration of cultural and governmental factors into the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), tailored to the unique context of a less-developed region. This study extends existing models to present a refined conceptual framework that highlights the diverse barriers and enablers influencing AI adoption in Guizhou’s catering industry. The findings aim to provide strategic insights for SMEs and policymakers to enhance AI integration, thereby improving operational efficiency and competitiveness in the sector.

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AI Integration and Operational Performance in Catering SMEs: A TAM-UTAUT2 Framework

  • 会议论文

  • 发表日期：

    2026年

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  • Chen Xiang,
  • Hayyan Nassar Waked,
  • S. B. Goyal

摘要

The Chinese catering industry, contributing ~5.29 trillion yuan (USD 743 billion) in revenue in 2023, is undergoing a technological revolution driven by artificial intelligence (AI). Despite this national surge, small and medium-sized enterprises (SMEs) in Guizhou Province exhibit a significantly lower rate of AI adoption, only about 10% compared to 25–30% in more developed regions. This underutilization presents a critical problem, limiting operational performance and competitive advantage in a rapidly evolving market. Addressing this gap, the study examines the direct impacts of perceived usefulness, perceived ease of use, cultural acceptance of AI, and government policy support on the operational performance of Guizhou’s catering SMEs. It further investigates the mediating role of AI integration level in these relationships. The novelty of this research lies in its integration of cultural and governmental factors into the Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), tailored to the unique context of a less-developed region. This study extends existing models to present a refined conceptual framework that highlights the diverse barriers and enablers influencing AI adoption in Guizhou’s catering industry. The findings aim to provide strategic insights for SMEs and policymakers to enhance AI integration, thereby improving operational efficiency and competitiveness in the sector.