소셜커머스 웹 활동에서 외식상품 소비자의 기술준비도가구매 의도에 미치는 영향: 쇼핑가치의 매개적 역할

Social commerce has become one of the important distribution channels of the food service product. Although there are so many people who purchase restaurant products in social commerce, the previous research on the social commerce is rare in a restaurant context. This study examined the effect of a restaurant customer's technology readiness (TR) on purchase intention in social commerce and the mediating role of shopping value. The authors divided a dimension of TR into optimism, innovativeness, discomfort and insecurity, and a dimension of shopping value into utilitarian shopping value and hedonic shopping value. The authors surveyed restaurant product purchasers in social commerce and conducted a structural equation model analysis based on the results from the survey using AMOS. The results revealed that both innovativeness and insecurity influence utilitarian shopping value and hedonic shopping value. Optimism, however, only influences utilitarian shopping value. Also, the results showed that utilitarian shopping value and hedonic shopping value have an association with intention to purchase of restaurant products in social commerce. This result expanded the scope of TR and shopping value in exising literature in restaurant study. Furthermore, practical implications for marketing practitioners who have interests in TR were followed.