매장방문형 외식앱의 지속사용의도에 관한 연구: 정교화가능성모델(ELM) 이론을 중심으로

Abstract

This study is to investigate how the Visit-type Restaurant app, which encourages customers to visit the store in person, affects the intention of continuous use to increase profits from restaurant stores that show a sharp drop in sales due to Covid-19. To this end, the involvement of Visit-type Restaurant apps was examined by applying ‘elaboration likelyhood modle(ELM) theory’, which explains the intention to use as a central route such as quality and a peripheral path such as advertisements. The study findings suggested that all factors of ELM, that is, the system quality, information quality, service quality, and public confidence of the information source presented as the central route had significant positive (+) effects on the intention of continuous use, and Ease of use played a positive mediating role.BR Especially public confidence of the information source was the highest among all the independent variables presented in the central and peripheral routes. In other words, it can be said that the Visit-type Restaurant app has a low elaboration process due to the high tendency of the surrounding route, which is a system with low involvement. Therefore the analysis showed that a low involvement marketing strategy was needed in the case of Visit-type Restaurant app.