커피브랜드 앱의 개인화서비스에 대한 지각된 위험, 지각된 유용성, 지각된 용이성이 신뢰와 이용의도에 미치는 영향

Abstract

This paper examined the responses of consumers toward personalization of branded mobile apps in the context of the coffee industry based on privacy-calculus theory and a technology acceptance model (TAM). Specifically, the current research identified the effects of a consumer’s perceived risk, perceived usefulness, and perceived ease of use for personalized branded mobile apps on trust and continuance intention to use apps. Also this paper performed Importance-Performance Analysis (IPA). A total of 431 questionnaires were collected from participants who had used coffee brand mobile apps and these samples were analyzed. The findings were as follows: First, while consumer’s perceived usefulness and perceived ease of use positively influenced trust in mobile apps, the perceived risk negatively influenced trust in mobile apps. Second, trust in mobile apps positively affected the continuance intention to use apps. These findings offer several implications for developing strategies for the further personalization of branded mobile apps.