N/A

The aim of this study was to examine the factors influencing adoption and usage for Chinese-to-English meu translation applications (CEMTA) by users in Taiwan, utilizing a two-stage research process. In the first phase, the study positioned CEMTA within the context of a platform-based model (PBM) that can facilitate a user-centered approach to its design and implementation, rationalizing this approach by acknowledging the unique advantages a PBM offers, as well as the challenges and success factors for its operation. The second phase proposed a research model which extended and adapted upon the unified theory of acceptance and use of technology (UTAUT-2) framework, introducing two new constructs, translation accuracy and cultural adaptability, to explore key elements influencing CEMTA adoption. The data was collected from non-Chinese speaking users of CEMTA (n = 281) and analyzed using partial least squared structural equation modeling (PLS-SEM). Although the proposed constructs did not significantly impact users’ intentions to use CEMTA, this study does emphasize the importance of performance expectancy, habit, and hedonic motivation as central determinants of intention to use CEMTA, as well as validates the significant and positive influence of intentions to use on actual usage of a technology in the context of CEMTA, expanding the UTAUT-2 framework’s applicability to this domain. The study further highlights Taiwan’s suitability as a research location given the high demand for English translations of menus and high prevalence of Chinese-only and poorly translated bilingual menus at food service establishments in the country. The findings have both research and practical implications, advancing our understanding of CEMTA adoption in Taiwan and providing valuable insights for improving the technology’s usability for non-Chinese speakers.

Alalwan, A. A., Dwivedi, Y. K., & Rana, N. P. (2017). Factors influencing adoption of mobile banking by Jordanian bank customers: Extending UTAUT2 with trust. International Journal of Information Management, 37(3), 99-110.
Al-Gahtani, S. S. (2016). Empirical investigation of e-learning acceptance and assimilation: A structural equation model. Applied Computing and Informatics, 12(1), 27-50.
Amenador, K. B., & Wang, Z. (2022). The translation of culture-specific items (CSIs) in Chinese-English food menu corpus: A study of strategies and factors. SAGE Open, 12(2), 21582440221096649.
Aresta, R. (2018). The influence of translation techniques on the accuracy and acceptability of translated utterances that flout the maxim of quality. Humaniora, 30(2), 176-191.
Bentler, P. M. (1995). EQS structural equations program manual (Vol. 6). Encino, CA: Multivariate software.
Bergkvist, Lars, and John R. Rossiter. "Tailor-made single-item measures of doubly concrete constructs." International Journal of Advertising 28.4 (2009): 607-621.
Blazyte, A. (2022, July 25). Taiwan: Food service business gross revenue from 2012 to 2021, with forecasts until 2025. Statista. Retrieved March 14, 2023, from https://www.statista.com/statistics/1318816/taiwan-food-service-business-gross-revenue/
Boas, T. C., Christenson, D. P., & Glick, D. M. (2020). Recruiting large online samples in the United States and India: Facebook, mechanical turk, and qualtrics. Political Science Research and Methods, 8(2), 232-250.
Chang, C. M., Liu, L. W., Huang, H. C., & Hsieh, H. H. (2019). Factors influencing online hotel booking: Extending UTAUT2 with age, gender, and experience as moderators. Information, 10(9), 281.
Chen, X., Acosta, S., & Barry, A. E. (2017). Machine or human? Evaluating the quality of a language translation mobile app for diabetes education material. JMIR diabetes, 2(1), e7446.
Cohen, J. 1988. Statistical Power Analysis for the Behavioral Sciences (2nd ed.), Hillsdale, NJ: Lawrence Erlbaum Associates.
Cortina, J. M. (1993). What is coefficient alpha? An examination of theory and applications. Journal of applied psychology, 78(1), 98.
Cusumano, M. A., Gawer, A., & Yoffie, D. B. (2019). The business of platforms: Strategy in the age of digital competition, innovation, and power (Vol. 320). New York: Harper Business.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 319-340.
Directorate-General of Budget, Accounting and Statistics, Executive Yuan, R.O.C. (Taiwan). (2012). 2010 Population and Housing Census. Retrieved March 10, 2023, from https://ws.dgbas.gov.tw/Download.ashx?u=LzAwMS9VcGxvYWQvNDY0L3JlbGZpbGUvMTE3MTYvMjI2ODQzL2ZiOWI5NzVmLWY0NmUtNGMwZS1iZGVjLTJkMDcwN2MwMmVmNS5wZGY%3d&n=NzExMzE0Mzg1MVBOSFNOSlBVLnBkZg%3d%3d&icon=.pdf
Eisenmann, T., Parker, G., & Van Alstyne, M. W. (2006). Strategies for two-sided markets. Harvard business review, 84(10), 92.
Elliott, C. 2022. The best translation apps and services for travelers. Retrieved April 11, 2023, from https://www.washingtonpost.com/travel/2022/06/22/travel-translation-apps/
Erway, C. (2015). The Food of Taiwan: Recipes from the Beautiful Island. Houghton Mifflin Harcourt.
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American journal of theoretical and applied statistics, 5(1), 1-4.
Evans, D. S., & Schmalensee, R. (2016). Matchmakers: The new economics of multisided platforms. Harvard Business Review Press.
Evers, V., & Day, D. (1997). The role of culture in interface acceptance. In Human-Computer Interaction INTERACT’97: IFIP TC13 International Conference on Human-Computer Interaction, 14th–18th July 1997, Sydney, Australia (pp. 260-267). Springer US.
Fink, Arlene. How to conduct surveys: A step-by-step guide. Sage Publications, 2015.
Fuentes-Luque, A. (2017). An approach to analysing the quality of menu translations in southern Spain restaurants. Journal of multilingual and multicultural development, 38(2), 177-188.
Groves, M., & Mundt, K. (2015). Friend or foe? Google Translate in language for academic purposes. English for Specific Purposes, 37, 112-121.
Gupta, A., Dogra, N., & George, B. (2018). What determines tourist adoption of smartphone apps? An analysis based on the UTAUT-2 framework. Journal of Hospitality and Tourism Technology, 9(1), 50-64.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer Nature.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the academy of marketing science, 43, 115-135.
Huo, C., Du, X., & Gu, W. (2020). A study of English translation of literature on diet in taihang mountainous areas from the perspective of skopos theory of translation. Creative Education, 11(7), 979-984.
Jeon, H. M., Sung, H. J., & Kim, H. Y. (2020). Customers’ acceptance intention of self-service technology of restaurant industry: Expanding UTAUT with perceived risk and innovativeness. Service Business, 14, 533-551.
Kim, J. (2014). Platform business and network strategy. STI Policy Review, 5(1), 57-74.
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of e-Collaboration (ijec), 11(4), 1-10.
Liu, C. H., Gan, B., Ko, W. H., & Teng, C. C. (2022). Comparison of localized and foreign restaurant brands for consumer behavior prediction. Journal of Retailing and Consumer Services, 65, 102868.
Lupton, D. (2021). ‘All at the tap of a button’: Mapping the food app landscape. European Journal of Cultural Studies, 24(6), 1360-1381.
Morosan, C., & DeFranco, A. (2016). It's about time: Revisiting UTAUT2 to examine consumers’ intentions to use NFC mobile payments in hotels. International Journal of Hospitality Management, 53, 17-29.
National Development Council, Ministry of Education, Directorate-General of Personnel Administration, Ministry of Examination, Civil Service Protection and Training Commission. (2021). Bilingual 2030 [PDF file]. Retrieved March 9, 2023, from https://bilingual.ndc.gov.tw/sites/bl4/files/news_event_docs/bilingual_nation_2030.pdf
Nordhoff, S., Louw, T., Innamaa, S., Lehtonen, E., Beuster, A., Torrao, G., ... & Merat, N. (2020). Using the UTAUT2 model to explain public acceptance of conditionally automated (L3) cars: A questionnaire study among 9,118 car drivers from eight European countries. Transportation research part F: traffic psychology and behaviour, 74, 280-297.
Osterwalder, A., Pigneur, Y., & Tucci, C. L. (2005). Clarifying business models: Origins, present, and future of the concept. Communications of the association for Information Systems, 16(1), 1.
Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design: How to create products and services customers want. John Wiley & Sons.
Palau-Saumell, R., Forgas-Coll, S., Sánchez-García, J., & Robres, E. (2019). User acceptance of mobile apps for restaurants: An expanded and extended UTAUT-2. Sustainability, 11(4), 1210.
Parker, G. G., Van Alstyne, M. W., & Choudary, S. P. (2016). Platform revolution: How networked markets are transforming the economy and how to make them work for you. WW Norton & Company.
Pleco. (n.d) About Pleco. Retrieved March 5, 2023, from https://www.pleco.com/about /
Reinecke, K., & Bernstein, A. (2013). Knowing what a user likes: A design science approach to interfaces that automatically adapt to culture. Mis Quarterly, 427-453.
Ringle, C. M., Wende, S., and Becker, J.-M. 2022. SmartPLS 4 [Computer software]. Oststeinbek: SmartPLS GmbH,=. Retrieved from http://www.smartpls.com.
Rochet, J. C., & Tirole, J. (2003). Platform competition in two-sided markets. Journal of the european economic association, 1(4), 990-1029.
Rogers, D. L. (2016). The digital transformation playbook: Rethink your business for the digital age. Columbia University Press.
Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology & Marketing, 39(5), 1035-1064.
Sarstedt, M., Ringle, C.M., Cheah, J.-H., Ting, H., Moisescu, O.I. and Radomir, L. (2019), Structural model robustness checks in PLS-SEM, TourismEconomics, Forthcoming.
Schweiger, A., Nagel, J., Böhm, M., & Krcmar, H. (2016). Platform business models. Digital Mobility Platforms and Ecosystems, 66.
Shaikh, A. A., & Karjaluoto, H. (2015). Mobile banking adoption: A literature review. Telematics and informatics, 32(1), 129-142.
Shmueli, G., Ray, S., Estrada, J. M. V., & Chatla, S. B. (2016). The elephant in the room: Predictive performance of PLS models. Journal of business Research, 69(10), 4552-4564.
Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J. H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: guidelines for using PLSpredict. European journal of marketing, 53(11), 2322-2347.
Srinivasan, R. (2021). Platform Business Models. Springer Singapore.
Srnicek, N. (2017). Platform capitalism. John Wiley & Sons.
Statistic Taiwan. (2022). 2022 December Visitor Arrivals Statistics Release. Retrieved from https://eng.stat.gov.tw/ct.asp?xItem=34657&ctNode=1614&mp=5
Sun, X. Q., & Sun, J. L. (2017, September). A Study of Chinese-English Menu Translation in Light of Skopos Theory. In 3rd Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2017) (pp. 95-96). Atlantis Press.
Tidhar, R., & Eisenhardt, K. M. (2020). Get rich or die trying… finding revenue model fit using machine learning and multiple cases. Strategic Management Journal, 41(7), 1245-1273.
Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS quarterly, 425-478.
Venkatesh, V., Thong, J. Y., & Xu, X. (2012). Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology. MIS quarterly, 157-178.
Wang, S.-F., Yu, H.-H., & Lee, H.-Y. (2023, February 24). Taiwan planning cash incentives to attract foreign tourists. Focus Taiwan. Retrieved March 14, 2023, from https://focustaiwan.tw/business/202302240010
Waygo. (n.d) About Waygo. Retrieved March 5, 2023, from http://www.waygoapp.com/about/
Yusuf, K. (2021). The Role of Mobile Applications in Learning Arabic-Indonesian Translation. Journal of Physics: Conference Series.
Zhong, J. (2020). Analysis of business English translation in hospitality industry based on Skopos theory. Int J Culture Hist, 6, 29-32.