Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7
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pISSN : 1226-0533 / eISSN : 2713-6388
- https://journal.kci.go.kr/JTS
KJCKorea
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The Effect of Fast Food Restaurant Customers’ Kiosk Use on Acceptance Intention and Continuous Use Intention: Applying UTAUT2 Model and Moderating Effect of Familiarity
- Journal of Tourism Sciences
- Abbr : JTS
- 2020, 44(2), pp.207-228
- DOI : 10.17086/JTS.2020.44.2.207.228
- Publisher : The Tourism Sciences Society Of Korea
- Research Area : Social Science > Tourism
- Received : January 12, 2020
- Accepted : February 21, 2020
- Published : March 1, 2020
Jiwon Park 1, Lee, Hyung-ryong 1
1세종대학교
Excellent Accredited
ABSTRACT
This study was to identify the effects of four factors of UTAUT2 model (i.e., customer’s performance expectancy, effort expectancy, hedonic motivation, and habit) on the acceptance intention and continuous use intention in the context of the use of kiosk at Korean fast-food restaurants. In order to test the hypothesized model, data were collected from an online survey in 2019 and a total of 367 responses were used for the analysis. Results showed that all of the four factors of the UTAUT2 model made significant and positive effects on the customers' acceptance intention. Results also indicated that the customers’ acceptance intention had significant and positive effects on their continuous use intention. In particular, the moderating effect’s of customers' familiarity, which played the role in between the factors of UTAUT2 and customers’ acceptance intention, was shown to be statistically significant. The moderating effect was significant even after controlling the effects of customers' gender and age. Based on these results, theoretical discussions as well as practical implications for fast-food service enterprises, who consider adopting kiosk, have been suggested.
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