기술기반 셀프서비스(TBSS)에 대한 외식소비자의 이용태도 및 이용의도 분석:기술준비수용모형(TRAM모형)을 중심으로

Abstract

The purpose of this study is as follows. This study investigated variations in consumers’ technology-based self-service usage attitude and usage intentions throughout TRAM model. In the theoretical review, definitions of major concepts were suggested, and a research hypothesis was established to verify the influential relations between the related variables. The survey of consumers experiencing technology-based self-service was conducted in this study and only 326 validated questionnaires were used in the analysis. The results of analysis of the collected data are as follows. First, it was shown that TRI (optimism, innovativeness, insecurity, discomfort) had significant effect on perceived usefulness. Second, TRI (optimism, insecurity, discomfort) was influencing perceived ease of use, while innovativeness did not affect. Third, it was found that perceived ease of use had significant effects on perceived usefulness, usage attitude and usage intention. Fourth, perceived usefulness had an impact on usage attitude and usage attitude was influencing usage intention. Finally, differences in demographic characteristics revealed statistically significant differences according to gender, age, and the number of technology-based self-service devices used in the last three months. Based upon these results, this study suggested strategies and countermeasures to promote the use of technology-based self-service by analyzing the tendencies of eating out consumers, and discussed theoretical and practical implications.