페스트푸드전문점의 TBSS 시스템 특성과 인지적 가치, 고객 신뢰, 이용의도 간의 구조적 관계: 밀레니얼세대의 키오스크 이용자를 대상으로 (The Structural Relationship among Characteristics, Cognitive Value, Customer Trust and Visiting Intention of Technology-Based Self- Service (TBSS) System in Fast Food Stores:Focusing on Millennial Gen)

서지정보

· 발행기관 : (사)한국조리학회
· 수록지 정보 : Culinary Science & Hospitality Research / 26권 / 7호 / 129 ~ 141페이지
· 저자명 : 이승후

초록

This study was conducted to explore the quality characteristics of kiosks, which are rapidly increasing among technology-based self-service types in the restaurant industry, and to suggest implications that can contribute to the improvement of utilization by establishing kiosks as an efficient system. Therefore, this study studied the structural relationship between kiosk quality characteristics and cognitive value, customer trust and visiting intention. A total of 360 surveys were conducted from June 1st, 2020 to June 15th, 2020, and a total of 311 responses with experience in using kiosks were used in the survey. The analysis methods used the SPSS 25.0 and AMOS 23.0 as statistical programs to verify the hypothesis of this study by conducting a positive factor analysis, correlation analysis, and structural equation model analysis. The results showed significant influence on the visiting intention in the order of control, playfulness, and serviceability. The managerial implication is to replace the existing face-to-face ordering system functions as much as possible by identifying the TBSS system characteristics from the perspective of the restaurant industry and understanding the intention to continuously use them based on the results of this study.

영어초록

This study was conducted to explore the quality characteristics of kiosks, which are rapidly increasing among technology-based self-service types in the restaurant industry, and to suggest implications that can contribute to the improvement of utilization by establishing kiosks as an efficient system. Therefore, this study studied the structural relationship between kiosk quality characteristics and cognitive value, customer trust and visiting intention. A total of 360 surveys were conducted from June 1st, 2020 to June 15th, 2020, and a total of 311 responses with experience in using kiosks were used in the survey. The analysis methods used the SPSS 25.0 and AMOS 23.0 as statistical programs to verify the hypothesis of this study by conducting a positive factor analysis, correlation analysis, and structural equation model analysis. The results showed significant influence on the visiting intention in the order of control, playfulness, and serviceability. The managerial implication is to replace the existing face-to-face ordering system functions as much as possible by identifying the TBSS system characteristics from the perspective of the restaurant industry and understanding the intention to continuously use them based on the results of this study.

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