Delivery App Understanding and Acceptance among Food Tech Customers Using the Modified Technology Acceptance Model

Tae-Ho Kim; Hak-Seon Kim

Journal of Tourism Sciences

Abbr : JTS
2016, 40(5), pp.127-144
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

Tae-Ho Kim ¹, Hak-Seon Kim ²

¹경성대학교
²경성대학교

ABSTRACT

The Food tech industry has emerged rapidly and a lot of food delivery apps were developed which have changed the communication patterns of customers. This research explored the scope and the degree of factors influencing the acceptance of food tech customers using the modified technology acceptance model(mTAM). This study was conducted by survey through a convenient sampling method aimed at food delivery app users from different age and gender groups. Among 350 distributed questionnaires, 338 were collected and 267 were selected as the final valid sample. Then data were analyzed using frequency analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and structural equation modeling using SPSS 21.0 and AMOS 20.0. The findings supported the mTAM hypotheses established in this research. The result revealed that individual innovation has a more positive effect on intention to use than does information superiority or the system environment. In addition, Delivery app users mainly compared brand power and review comments rather than coupons, mileage, and the discount on the price. Also, the system environment and information superiority have no significant effect on the intention to use among food delivery app users.
KEYWORDS

Food tech industry, Modified TAM, Food delivery apps, Perceived ease of use, Perceived usefulness
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