패스트푸드 프랜차이즈 기술기반셀프서비스에 대한 지속적 이용의도의 영향요인: 가치기반수용모형을 기반으로

The study examines factors influencing the intention of continuous use of TBSS based on value-based adoption model and empirically analyzes the causal relationships. In particular, this study aims to suggest and validate the adjusted value-based adoption model which includes saving time, needs for interactions, and uncontrollability as additional factors in order to expand the existing research related to TBSS adoption. As the sample of this study, domestic fast food franchise customers who experience TBSS were selected. The online survey was conducted, and a total of 301 samples were utilized for our research. The results of the study are as follows. First, TBSS has a positive effect on perceived value to customers. On the other hand, enjoyment and uncontrollability have no effect on perceived value. Meanwhile, needs to interact had a negative effect on perceived value. The results imply that a systematic complement to communicate with consumers is indispensable although TBSS is requisite. This study contributes to the literature by presenting the managerial implications for franchised fast food restaurant companies.