외식기업의 기술기반셀프서비스에 대한 혁신저항과 수용의도에 관한 연구
A Study on the Customer's Innovative Resistance and Acceptance Intention of Technology-Based Self-Service in the Food-service Industry
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This study proposes an integrated model by extracting the variables constituting UTAUT2 and MIR, and through this, it is intended to examine what factors cause customers to resist innovation and have acceptance intention of kiosks in restaurants. A total of 386 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, habit(β=0.299) had the greatest positive effect on the kiosk acceptance intention, followed by performance expectancy (β=0.143) and hedonic motivation(β=0.136). In other words, customers who are familiar with kiosks and who use them habitually are more likely to accept kiosks. Also, the more customers feel that the kiosk is useful, efficient, and enjoyable, the more willing to accept the kiosk. Second, effort expectancy(β=-0.383) had the greatest effect on the innovation resistance, followed by attitude toward interpersonal service(β=0.321), habit(β=-0.171), hedonic motivation (β=-0.134), innovation attitude(β=-0.127). It was found that the more proficient in kiosk use, the less resistance, and the more positive and satisfactory for personal service, the higher the resistance to kiosk use. It also indicates that the use of kiosks is a habit, and the more the customers feel the pleasure of using them, and the more innovative customers are, the less resistance to using the kiosks. Third, it can be seen that the higher the innovation resistance to the kiosk, the less willingness to accept it. Finally, In this study, age was found to have no moderating effect. In this study, the strategic implications of how to increase the acceptance intention for kiosk service and lower the innovation resistance in the non-face-to-face service environment that is currently rapidly spreading were presented to the restaurant industry.
Abstract
This study proposes an integrated model by extracting the variables constituting UTAUT2 and MIR, and through this, it is intended to examine what factors cause customers to resist innovation and have acceptance intention of kiosks in restaurants. A total of 386 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, habit(β=0.299) had the greatest positive effect on the kiosk acceptance intention, followed by performance expectancy (β=0.143) and hedonic motivation(β=0.136). In other words, customers who are familiar with kiosks and who use them habitually are more likely to accept kiosks. Also, the more customers feel that the kiosk is useful, efficient, and enjoyable, the more willing to accept the kiosk. Second, effort expectancy(β=-0.383) had the greatest effect on the innovation resistance, followed by attitude toward interpersonal service(β=0.321), habit(β=-0.171), hedonic motivation (β=-0.134), innovation attitude(β=-0.127). It was found that the more proficient in kiosk use, the less resistance, and the more positive and satisfactory for personal service, the higher the resistance to kiosk use. It also indicates that the use of kiosks is a habit, and the more the customers feel the pleasure of using them, and the more innovative customers are, the less resistance to using the kiosks. Third, it can be seen that the higher the innovation resistance to the kiosk, the less willingness to accept it. Finally, In this study, age was found to have no moderating effect. In this study, the strategic implications of how to increase the acceptance intention for kiosk service and lower the innovation resistance in the non-face-to-face service environment that is currently rapidly spreading were presented to the restaurant industry.
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