확장된 통합기술수용이론(UTAUT2)을 기반으로 프랜차이즈 분식점 키오스크 서비스에 대한 소비자 수용 : 수줍음의 조절효과를 중심으로

This study intends to conduct an empirical research on factors influencing the intention to use kiosk services. For this purpose, the investigator established a theoretical background by examining and analyzing materials regarding kiosk service and designed a research model by examining the extended Unified Theory of Acceptance and Use of Technology and previous studies (UTAUT2), which resulted in establishing a set of hypotheses. The research model was based on the extended Unified Theory of Acceptance and Use of Technology and a psychological variable, shyness, was added to it. For the empirical analysis, a survey was conducted on consumers who used the kiosk service at franchise flour-based food restaurants within the last three months. In total, 341 questionnaires were used as statistical analysis data and SPSS 24.0 and AMOS 24.0 programs were utilized for the analysis. The collected data were analyzed with a structural equation to test each of the hypotheses. The analysis results show that expectation of result, expectation of effort, social influence, recreational motive, and habit had significantly positive (+) effects on their usage attitude, which in turn, had significantly positive (+) effects on their usage intention. In the group of lower shyness, shyness had significant moderating effects between social influence and their usage attitude. These findings have provided practical implications as references to the franchise flour-based food restaurants trying to introduce kiosk services in the future. Based on the findings, the study also discussed its limitations and future research directions.