외식 프랜차이즈 브랜드 어플리케이션 이용자가 지각하는 관계혜택이 브랜드 태도와 지속이용의도에 미치는 영향

Objective: This study aims to examine the effects of relational benefits associated with a restaurant franchise brand application on brand attitudes of consumers and their intentions for continued usage. In pursuit of this objective, the study seeks to identify the specific dimensions of relational benefits that positively affect brand attitude and sustained usage intentions. Methods: This study conducted an online survey between August 1 and August 20, 2025, yielding a total of 280 valid responses. Based on the collected data, this study used a regression analysis to test the proposed hypotheses. Results; First, relational benefits were shown to exert a positive influence on brand attitude, with economic benefits demonstrating the strongest effects, followed by customization benefits and informational benefits. Second, brand attitude positively affected continuous usage intention. Third, among the relational benefits, only economic benefits had a significant positive effect on continuous usage intention, whereas customization and informational benefits exhibited no significant impact. Implications: Based on these findings, this study seeks to provide theoretical foundations that inform the development and operational strategies of restaurant franchise brand applications.