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Robot Barista Service in Coffee Shops-Using Expanding the Value-Based Adoption Model-

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주제분류관광학

초록

본 연구는 커피숍의 로봇 바리스타 서비스에 관한 소비자의 지각된 가치에 영향을 미치는 선행요인을 파악하기 위해 가치기반수용모델에 새로운 희생변수로 지각된 위험과 혁신저항을 추가한 확장된 가치기반수용모델을 검증하였다. 분석을 위해 로봇바리스타 커피숍을 이용한 경험이 있다고 응답한 344명의 표본을 사용하였다. 검증결과 지각된 가치에 가장 큰 영향력을 나타내는 요인은 유용성과 즐거움으로 나타났다. 최종적으로 로봇바리스타에 대한 고객들의 지각된 가치와 수용의도를 높이기 위해서는 유용성과 즐거움, 지각된 비용, 혁신저항의 역할이 매우 중요하다는 것을 연구모델을 통하여 입증하였다. 이러한 결과는 언택트 시대를 대비하여 인공지능 서비스가 확산되고 있는 외식분야의 연구영역을 좀 더 확장하였다는 점에서 이론적 의미를 두며, 향후 지속가능한 커피숍 경영을 위한 마케팅전략 수립에 유용한 실무적인 시사점을 제안하였다. 본 연구에서 제안되고 검증된 모델은 포스트 코로나 시대를 위한 외식과 4차 산업혁명기술의 연구 흐름을 통합함으로써 중요한 기여를 했다.

Abstract

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참고문헌 (50)

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