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A Study on the Emotional Value and Continuous Usage Intention of Fast Food Restaurant Kiosk Service Using the Unified Technology Acceptance and Use of Theory (UTAUT)
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통합기술수용이론(UTAUT)을 적용한 패스트푸드점 키오스크 서비스가 감정적 가치 및 지속이용의도에 관한 연구

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Type
Academic journal
Author
Jong-Ho Lee (경성대학교)
Journal
Culinary Society of Korea Culinary Science & Hospitality Research Vol.29 No.3(Wn.152) KCI Accredited Journals
Published
2023.3
Pages
103 - 112 (10page)
DOI
10.20878/cshr.2023.29.3.010

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A Study on the Emotional Value and Continuous Usage Intention of Fast Food Restaurant Kiosk Service Using the Unified Technology Acceptance and Use of Theory (UTAUT)
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As the need for non-face-to-face services has increased due to the recent COVID-19 epidemic, food service companies are increasingly adopting kiosks to reduce costs. In this study, 203 questionnaire samples of 4-year university students in Busan were analyzed for demographic characteristics, reliability and validity of respondents using SPSS (V23.0) and AMOS 21.0 programs. As a result of testing the hypotheses, the sub-factors of the integrated technology acceptance theory were performance expectations (β=0.454, p＜0.001), effort expectations (β=0.258, p＜0.01), and social influence (β=0.408, p＜0.001). The effect relationship on the value was confirmed. In order to test the moderating effect of frequency of use, it was confirmed that there was a difference only in emotional value → intention to continue using (Δχ²=5.627) as a result of conducting a χ² difference test by dividing into the main high group and low group. As for the implications of the study, it was analyzed that performance expectations (β=0.454), social influence (β=0.408), and effort expectations (β=0.258) had an effect on emotional value in the order. This can be said to be the result of a well-reflected consumer demand for convenient kiosk use.
#Emotional value #Continuous use intention #Kiosk service #Fast food restaurant #Unified technology acceptance and use of theory(UTAUT)

Contents

ABSTRACT
1. 서론
2. 이론적 배경
3. 연구방법
4. 실증분석
5. 결과 및 시사점
REFERENCES

References (39)

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Ahn, S. H., Myeong, S. H., & Yoon, D. I. (2014). The effects of emotional value of consumption of coffee shop users on their consumption propensities and customer behavioral intentions. Journal of Tourism Sciences, 38(8), 271-293. google schola Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351-370. google schola Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2), 57-71. google schola Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers’ usage of services: Usage as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36(2), 171-186. google schola Choi, K. O., & Lee, H. R. (2019). A study on influence relation of flight search mobile application users’ perceived benefit, perceived sacrifice, perceived value and continuous use intentions by using value-based adoption model. International Journal of google schola

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