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외식업체 셀프서비스 키오스크의 지속이용의도 결정 요인

Determinants of the Continued use of Self-service Kiosk

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참고문헌

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초록

셀프서비스 키오스크는 소비자들의 소비 행태와 역할에 다양한 변화를 가져오고 있다. 본 연구는 셀프서비스 키오스크 지속이용의도에 영향을 미치는 요인들과 역할 스트레스의 매개효과를 살펴보기 위한 연구 목적을 가지고 있다. 외식업체 셀프서비스 키오스크 이용 경험이 있는 20-50대 소비자들을 대상으로 셀프서비스 키오스크에 대한 인식과 지속이용의도에 미치는 선행 요인들을 살펴보았다. 또한, 셀프서비스 키오스크 환경에서 소비자가 인지할 수 있는 역할 스트레스를 중심으로 다양한 선행 요인들이 셀프서비스 키오스크 지속이용의도에 미치는 영향력을 매개하는 효과를 검정하였다. 본 연구는 온라인 조사를 실시하였고, 총 343명의 설문 응답 자료가 연구에 활용되었다. 분석 결과는 다음과 같다. 첫째, 인지된 유용성과 인지된 이용 용이성이 셀프서비스 키오스크에 정(+)적인 영향을 미치는 것으로 나타났다. 둘째, 상호작용 욕구와 역할 스트레스가 셀프서비스 키오스크 지속이용의도에 부(-)적인 영향을 미치는 것으로 나타났다. 셋째, 인지된 유용성, 인지된 이용 용이성, 인지된 자기 효능감이 역할 스트레스에 부(-)적인 영향을 미치는 것으로 나타났다. 마지막으로 역할 스트레스가 인지된 유용성, 인지된 이용 용이성, 인지된 자기 효능감이 지속이용의도에 미치는 영향력을 매개하는 것으로 확인되었다. 본 연구의 결과는 외식산업에서 확산되고 있는 셀프서비스 키오스크에 대한 소비자 행태를 이해하는데 기초 자료로 활용될 수 있으며, 비대면 서비스에 대한 이해도를 향상시키는데 기여할 수 있을 것이다.

Abstract

Self-service kiosks are increasingly replacing human assistance. They enable flexible and efficient service, allowing consumers to customize services according to their own needs and purchase things at their own convenience. This study explores the predictors of continued intention to use a self-service kiosk and the mediating effect of role stress. It adopted a technology acceptance model with five antecedent variables: perceived usefulness, perceived ease of use, perceived self-efficacy, need for interaction, and role stress. An online self-administered survey was conducted, and 434 users of a restaurant self-service kiosk, aged 20 to 59 years, were included in the analysis. The current study used the SPSS 23.0 to perform a descriptive analysis and Amos 23.0 to conduct a confirmatory factor analysis, examine the structural equation model, and test the mediating effect. First, perceived usefulness and ease-of-use behavior positively influenced continued intention to use the self-service kiosk. Second, the need for interaction and role stress negatively influenced continued intention to use the self-service kiosk. Third, perceived usefulness, ease of use, and self-efficacy negatively influenced role stress. Finally, role stress mediated the relationship between antecedent variables (perceived usefulness, ease of use, and self-efficacy) and continued intention to use the self- service kiosk.

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