스마트폰 어플리케이션 수용을 통한 오프라인 행동 예측요인 검증에 관한 연구: 기술수용모델(TAM)과 합리적 행동모델(TRA)의 복합모형 적용을 중심으로 (A Verification of Predictive Factors of Offline Behavior by Adopting of a Smartphone Application: A Focus on Applying a TAM-TRA Mixed Model)

서지정보

· 발행기관 : 한국기업경영학회
· 수록지 정보 : 기업경영연구 / 20권 / 4호 / 115 ~ 133페이지
· 저자명 : 박영아, 현용호

초록

최근 스마트 폰의 확대와 보급은 모바일을 이용해 펼쳐질 새로운 마케팅 활동에 기회를 제공하고 있으며 이에 따른 소비자들의 구매행동에도 영향을 미치고 있다. 특히 스마트폰시장에서 어플리케이션 시장은 매출 및 브랜드 가치로 표현되어 기업에 수익을 가져다 줄 뿐 아니라 홍보효과를 가져와 마케팅적 연구에 중요한 가치를 가진다. 본 연구의 목적은 스마트폰 앱의 유용성, 용이성, 맛집 태도와의 영향관계를 알아보고 또한 사용후기가 주관적 규범과의 영향관계를 TAM-TRA 모형을 적용하여 이들의 구조적 영향관계를 조사하고자 한다. 본 연구를 위해 설문조사는 2013년 2월 1일부터 2013년 2월 17일에 걸쳐 부산 맛집을 방문한 고객을 대상으로 스마트폰 어플리케이션 이용여부를 질문 한 뒤에 응답자들을 대상으로 설문을 실시하였다. 총 403부 설문을 배포하여 불성실하게 응답을 한 설문지를 제외한 392부가 최종 분석에 이용 되었다. 본 연구 결과는 다음과 같다. 첫째, 지각된 유용성과 용이성이 맛집 태도에 정(+)의 영향을 주는 것으로 밝혀졌다 둘째, 지각된 용이성이 지각된 유용성에 유의미한 영향을 주는 것으로 나타났다. 셋째, 태도와 주관적 규범이 맛집 방문의도에 유의미한 영향을 주는 것으로 나타났다. 본 연구에서 제시된 6개의 가설 중 가설 4를 제외하고 모두 채택된 것으로 나타났다. 마지막으로 최우수모델을 검증을 위한 최적모형검증 결과 사용후기와 맛집 재방문의도 간의 영향 경로가 포함된 모델이 최우수모델임이 최종 확인 되었다. 스마트폰 어플 개발자와 맛집 운영자 및 실무자들을 위한 이론적⋅실무적 시사점이 제시되었고 마지막으로 한계점이 논의되었다.

영어초록

In particular, smartphone applications are the primary channel of communication to the customer, which enables the support of the whole customer process. The customer can access the best fitting offers for the individual customer process steps through the smartphone application. Although the issue of smartphone application has emerged as one of the most important aspects, relatively limited research exists regarding smartphone application within service sector brands, especially restaurant brands. The emergence and advance of a smartphone provide a new opportunity for marketing activities, and influence consumer purchase behaviors. In particular, studying about application market of smartphone business is useful because it promote company brand and obtain sales of cooperate as long as smartphone application satisfies users’ needs. a smartphone has increased revenues in a stagnated mobile phone market.
The purpose of this study is first, to investigate the influence relationship between perceived usefulness, perceived ease of use, and the attitude of good food restaurant; Second, to verify the relationship between consumer review and subjective norm as applying TAM-TRA model. Prior to the main study, the pretest was undertaken against 30 respondents who both had an actual visit to the good food restaurant and used its smartphone application. It allows to identify validity and reliability of measures adopted by this study. The survey was undertaken from 1st of Feb to 17th of April, 2011 against people who ever visited a good food restaurant which is located in Busan. At the same time people who experienced samrtphone application was involved. Excluding missing data, 392 usable date were used for analysis. This study used SPSS 18.0 and AMOS 20.0 for descriptive analysis, confirmatory factor analysis, structural equation modelling analysis and best model search analysis.
Results form this study are as follows: First, it was revealed that perceived usefulness and ease of use had an positive influence on attitude toward a good food restaurant; Second, it was found that perceived ease of use significantly positively influenced perceived usefulness of the good food app; third, it was found that attitude and subjective norm positively affected intention to the good food restaurant. As a result, five out of six hypotheses were supported in this study. Finally, after competing the suggested research model with seven alternative models, the alternative model 1 was found the best model including the path from a consumer’s online review to offline revisit intention to the restaurant. The theoretical and practical implications for restaurant managers and developers of smartphone application are discussed.
The limitations of this study are as follows: first, it is expected that future researchers re-examine the TAM-TRA mixed model, which is used to verify whether application users accept the technology by considering smpartphone application, online and offline circumstances at the same time. Furthermore, it is suggested that the TAM-TRA mixed model can be extended to the renewed one; second, it is recommended that the future study testifies whether the consumer review factor is an antecedent or consequence toward the revisit intention to the good food restaurant in the TAM-TRA mixed model; third, the futrure study needs to be re-examined whether the role of Word-of-mouth through the smartphone-based SNS as well as offline WOM can be the antecedent toward subjective norms. This study contributes to extending the theory of reasoned behavior study within the context of good food restaurant.

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