확장된 기술수용모델을 이용한 커피전문점 고객의 수용의도에 관한 연구: 스타벅스 모바일앱을 중심으로

The objective of this study was to investigate whether the perceived usefulness and ease of mobile application affects customer satisfaction. In order to achieve the research purpose, this study applied the extended technology acceptance model to explore external variables as app quality, and conducted research focusing on Starbucks, a leading coffee Franchise. The data analysis was performed with statistical program SPSS 20.0 and AMOS 20.0. The results of this study are summarized as follows; First, service quality only affects perceived usefulness among three app quality factors. Second, all of the quality factors of the app were found to have a significant effect on perceived ease of use. Third, perceived usefulness and perceived ease of use have a significant effect on customer satisfaction. Fourth, customer satisfaction has a significant effect on behavioral intention. At last, the implications and limitations of this study were discussed as well.