코로나19 팬데믹 시대 외식고객의 키오스크 사용에 대한 수용의도 연구 - 확장된 가치기반수용모델을 중심으로 -
A Study on the Adoption Intention of Restaurant Customers to Use kiosks in the Era of COVID-19 Pandemic - Focusing on the Extended Value-based Adoption Model -
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As the untact society accelerated due to the COVID-19 pandemic, the use of kiosks in restaurants has exploded. Accordingly, this study proposes an extended value-based adoption model that adds psychological benefit variables for prevention COVID-19 infection to VAM. Using the model proposed in this study, we tried to examine how the benefits and sacrifices perceived by restaurant customers through kiosk use affect the perceived value, and to investigate the effect of the perceived value on the adoption intention. In addition, we tried to examine the moderating effect according to age in the relationship between them. A total of 400 respondents who had used self-order-and-payment kiosks at restaurants were included in the validation analysis. The summary of the research results is as follows. First, the 'usefulness'( β=.379, p=.000), 'enjoyment'(β=.274, p=.000), and 'psychological benefits of preventing COVID-19 infection'(β=.260, p=.000), and 'technical effort'(β=.108, p=.007) had a positive effect on the perceived value in that order. Second, it was found that age had a negative moderating effect in the relationship between usefulness and perceived value, and that age had a positive moderating effect in the relationship between technical effort and perceived value. Based on the results of this study, strategic implications for restaurant management that can increase the perceived value and acceptance of kiosk use were presented.
Abstract
As the untact society accelerated due to the COVID-19 pandemic, the use of kiosks in restaurants has exploded. Accordingly, this study proposes an extended value-based adoption model that adds psychological benefit variables for prevention COVID-19 infection to VAM. Using the model proposed in this study, we tried to examine how the benefits and sacrifices perceived by restaurant customers through kiosk use affect the perceived value, and to investigate the effect of the perceived value on the adoption intention. In addition, we tried to examine the moderating effect according to age in the relationship between them. A total of 400 respondents who had used self-order-and-payment kiosks at restaurants were included in the validation analysis. The summary of the research results is as follows. First, the 'usefulness'( β=.379, p=.000), 'enjoyment'(β=.274, p=.000), and 'psychological benefits of preventing COVID-19 infection'(β=.260, p=.000), and 'technical effort'(β=.108, p=.007) had a positive effect on the perceived value in that order. Second, it was found that age had a negative moderating effect in the relationship between usefulness and perceived value, and that age had a positive moderating effect in the relationship between technical effort and perceived value. Based on the results of this study, strategic implications for restaurant management that can increase the perceived value and acceptance of kiosk use were presented.
참고문헌 (33)
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