레스토랑의 기술 수용요인이 외식 소비자의 태도와 행동의도에 미치는 영향: 확장된 통합기술수용모델의 적용

The restaurant industry is facing a lot of managerial difficulties and technology acceptance can be a solution to recover. This study aims to investigate the factors affecting the attitude and behavioral intention of customers toward technology-accepted restaurants based on the extended unified theory of acceptance and use of technology (UTATU2). This study includes performance expectancy, effort expectancy, social influence, facilitating conditions, and hedonic motivation. A psychological attribute, uncertainty avoidance, was also added as a moderator. The research included 398 respondents and the data was analyzed with jamovi2.3. Simple linear regression and multiple linear regression were conducted to test the hypothesis. A hierarchical linear regression analysis was also conducted for a moderate effect. The results of the study are as follows: Among the factors, all except facilitating conditions positively and significantly affected the attitude toward technology. Attitude showed to have a positive and significant effect on behavioral intention, and there was a significantly positive moderate effect of uncertainty avoidance in the relationship between them. Technology acceptance in the restaurant industry has been pervasive. On the base of the research findings, this study provides several managerial implications dealing with the phenomenon. Also, the research results suggest theoretical foundations regarding technology acceptance research in the realm of the hospitality industry.