패스트푸드점 고객의 키오스크 사용이 수용의도와 지속사용의도에 미치는 영향

Abstract

This study was to identify the effects of four factors of UTAUT2 model (i.e., customer’s performance expectancy, effort expectancy, hedonic motivation, and habit) on the acceptance intention and continuous use intention in the context of the use of kiosk at Korean fast-food restaurants. In order to test the hypothesized model, data were collected from an online survey in 2019 and a total of 367 responses were used for the analysis. Results showed that all of the four factors of the UTAUT2 model made significant and positive effects on the customers' acceptance intention. Results also indicated that the customers’ acceptance intention had significant and positive effects on their continuous use intention. In particular, the moderating effect’s of customers' familiarity, which played the role in between the factors of UTAUT2 and customers’ acceptance intention, was shown to be statistically significant. The moderating effect was significant even after controlling the effects of customers' gender and age. Based on these results, theoretical discussions as well as practical implications for fast-food service enterprises, who consider adopting kiosk, have been suggested.