코로나19 팬데믹 시대 외식소비자들의 기술기반셀프서비스 수용의도에 대한 연구 -가치기반수용모델 및 혁신저항모델의 통합적 접근-
A Study of Consumers’ Aacceptance Intention of Technology-Based Self-Service of Food Service Industry in the COVID-19 Pandemic Era -An Integrated Approach of VAM and MIR-
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As the untact society accelerated due to the COVID-19 pandemic, the use of kiosks, one of the technology-based self-service (TBSS), exploded. In this study, an expanded model was proposed and an empirical study was conducted by putting new variables to be added due to the COVID-19 pandemic situation in a model that integrates the value-based acceptance model (VAM) and the innovation resistance model (MIR). As a result of hypothesis verification, first, looking at the influence relationship between the independent variable and the perceived value, it was found that among the perceived benefit factors, usefulness), pleasure, and psychological benefits of blocking COVID-19 infection had a positive effect on the perceived value. On the other hand, it was found that the relative stability against COVID-19 infection did not significantly affect the perceived value. Moreover, it was found that neither perceived technical effort, perceived security risk, consumer characteristic factor consumer innovation nor social sense of responsibility significantly affected perceived value. Second, looking at the influence relationship between independent variables and innovation resistance, it was found that usefulness, perceived technical effort, relative stability against COVID-19 infection, pleasure, and perceived security risk had significant innovation. On the other hand, among the perceived benefits, the psychological benefits of blocking COVID-19 infection, consumer innovation, and social responsibility were found to have no significant effect on innovation resistance. Third, perceived value was found to have a positive effect on acceptance intention, and innovation resistance was found to have a negative effect on acceptance intention. Finally, there was a moderating effect according to age.
Abstract
As the untact society accelerated due to the COVID-19 pandemic, the use of kiosks, one of the technology-based self-service (TBSS), exploded. In this study, an expanded model was proposed and an empirical study was conducted by putting new variables to be added due to the COVID-19 pandemic situation in a model that integrates the value-based acceptance model (VAM) and the innovation resistance model (MIR). As a result of hypothesis verification, first, looking at the influence relationship between the independent variable and the perceived value, it was found that among the perceived benefit factors, usefulness), pleasure, and psychological benefits of blocking COVID-19 infection had a positive effect on the perceived value. On the other hand, it was found that the relative stability against COVID-19 infection did not significantly affect the perceived value. Moreover, it was found that neither perceived technical effort, perceived security risk, consumer characteristic factor consumer innovation nor social sense of responsibility significantly affected perceived value. Second, looking at the influence relationship between independent variables and innovation resistance, it was found that usefulness, perceived technical effort, relative stability against COVID-19 infection, pleasure, and perceived security risk had significant innovation. On the other hand, among the perceived benefits, the psychological benefits of blocking COVID-19 infection, consumer innovation, and social responsibility were found to have no significant effect on innovation resistance. Third, perceived value was found to have a positive effect on acceptance intention, and innovation resistance was found to have a negative effect on acceptance intention. Finally, there was a moderating effect according to age.
참고문헌 (47)
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