무인 가맹점포 서비스의 기대일치와 가치가 만족, 지속이용의도에 미치는 영향에 관한 연구

In 2020, unmanned became commonplace as COVID-19 spread around the world, and as the unmanned era began in earnest, interest in unmanned stores increased. In particular, unmanned convenience stores and large discount stores are showing noteworthy growth, especially in the United States, China, and Japan. In this study, in order to predict the continuous use intention of the unmanned affiliate store service, the post acceptance model (PAM) and value model are integrated to explain the continuous use intention of the unmanned affiliate store service user. In testing the hypothesis, a survey was conducted using simple sampling method targeting consumers aged 18 years or older who had experience in unmanned store service, and a total of 366 valid samples were used for analysis. The collected samples were subjected to descriptive statistical analysis, reliability analysis, and confirmatory factor analysis using SPSS 25.0 and AMOS 23.0 for empirical analysis, and the hypotheses were confirmed using the structural equation model. This study is the first attempt to introduce a research model by integrating post acceptance model (PAM) and value model, and it can be said to contribute to related theoretical research in the future.