커피전문점의 비대면 서비스 사용성이 지속적 이용의도에 미치는 영향: 확장된 후기수용모델(PAM)을 중심으로 (The Effects of Uncontact Service Usability of Coffee Shops on the Continuance Use Intention: Focused on the Extended Post Acceptance Model (PAM))

서지정보

· 발행기관 : (사)한국조리학회
· 수록지 정보 : Culinary Science & Hospitality Research / 26권 / 12호 / 114 ~ 128페이지
· 저자명 : 최원식

초록

In this study, we will investigate the relationship between the uncontact service ease of use, trust, perceived usefulness and continuous use intention of coffee shops though the extended model of the Post Acceptance Model (PAM). To achieve the purpose of this study, we had conducted a survey on consumers in their 20s or older who had experience in uncontact service at coffee shops within the last three months and lived in the capital area Also, a total of 225 copies were used for empirical analysis. From the analysis results of this study, first, it was found that the usability of the uncontact service of coffee shops has significant effects on perceived usefulness and trust. Second, it was judged that perceived usefulness has significant effects on trust and ease of the intention of continuous use. Third, trust showed to have a significant effect on the intention of continuous use. According to the analysis results of this study, it is judged that coffee shops should provide information and methods of easy use, such as a user's manual, to uncontact service users so that they can fully accept this new service. Except for this, additional benefits of use should be offered to users.

영어초록

In this study, we will investigate the relationship between the uncontact service ease of use, trust, perceived usefulness and continuous use intention of coffee shops though the extended model of the Post Acceptance Model (PAM). To achieve the purpose of this study, we had conducted a survey on consumers in their 20s or older who had experience in uncontact service at coffee shops within the last three months and lived in the capital area Also, a total of 225 copies were used for empirical analysis. From the analysis results of this study, first, it was found that the usability of the uncontact service of coffee shops has significant effects on perceived usefulness and trust. Second, it was judged that perceived usefulness has significant effects on trust and ease of the intention of continuous use. Third, trust showed to have a significant effect on the intention of continuous use. According to the analysis results of this study, it is judged that coffee shops should provide information and methods of easy use, such as a user's manual, to uncontact service users so that they can fully accept this new service. Except for this, additional benefits of use should be offered to users.

참고자료

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