외식산업의 키오스크(Kiosks) 확산: 개인 혁신성, 자기효능감, 즐거움, 고객만족을 통합한 기술수용모델

Many researchers suggest the importance of finding various factors involved in TAM according to the recent introduction of kiosk technology in the foodservice industry. However, there are insufficient studies on the relationship between psychological factors such as personal characteristics and beliefs of customers and enjoyment in intrinsic motivation in TAM(Technology Acceptance Model). In particular, despite the importance of human resources, the evaluation from the customer's point of view is important for the transition to kiosk service. This study aims to identify the relationship between personal innovativeness, self-efficacy, and enjoyment to technology acceptance intention, and the role of customer satisfaction within the TAM. These results will provide deep insights into the adoption and expansion of kiosks in the food service industry in the future. Using a survey approach, the current study collected data from 315 customers who had a kiosk using experience in the food service industry. This study was analyzed using SPSS 18.0 and AMOS 18.0 statistical packages. First, usefulness affects the ease of use, behavioral intention, and customer satisfaction, and ease of use affects customer satisfaction. Customer satisfaction also affects behavioral intentions. Second, personal innovativeness and self-efficacy directly affect the ease of use and enjoyment. Finally, enjoyment was found to affect usefulness and ease of use. It is expected that the results of this study will provide more differentiated value by presenting a development plan for efficient management and competitive advantage through the kiosk technology acceptance, which is expected to expand throughout the food service industry.