패밀리레스토랑 스마트폰 어플리케이션 품질의 기술수용모델(TAM) 적용에 관한 연구 -자발성(Voluntariness) 요인의 조절효과를 중심으로- = A Study on the Application of the Quality of Smartphone App of Family Restaurants to TAM: A Focus on a Moderating Effect of Voluntariness

다국어 초록 (Multilingual Abstract)

The emergence of smartphone has increased revenues in a stagnated mobile phone market. Especially, smartphone application is the primary channel of communication to the customer, which enables the support of the whole customer process. Via the application the customer can access the best fitting offers for the individual customer process steps. Although the issue of smartphone application has emerged as one of the most important aspects, relatively limited research exists regarding smartphone application within service sector brands, especially restaurant brands. Accordingly, the purpose of this study is to examine the structural relationships between the quality of Outback family restaurant’s smpartphone application, perceived usefulness, perceived easiness and reuse intention, and the moderating effect of voluntariness on the relationship between perceived usefulness and reuse intention using structural equation modelling analysis. The important variables of the research model include: quality of Outback family restaurant’s smartphone application as the independent variable, perceived usefulness and perceived easiness as the mediating variables, and reuse intention as the dependent variable. In addition, voluntariness is proposed to moderate the relationship between perceived usefulness and reuse intention.
For this, data collection is through a personally administered questionnaire. The main advantage of this method is that data collection of all completed responses incurs minimal time and cost expenditures.
This face-to-face method affords an opportunity to introduce the research topic and motivate respondents to offer frank answers. Moreover, it doest not require significant skill to administer a questionnaire. In order to maintain consistency in the data gathering process, university students majoring in hotel and tourism management became data collectors after receiving training. The 300 questionnaires were distributed to university students who were in Kyungnam and Daegu. A total of 280 responses were collected. Excluding missing data, 250 usable data were analyzed. Results of this study are as follows: First, it is found that most hypotheses for structural relationships proves to be significant except for one path from system quality to perceive d usefulness.; Second, it was revealed that, voluntariness shows the moderating effect on the relationship between perceived usefulness and reuse intention, whereas there is no moderating effect of voluntariness on between perceived easiness and reuse intention. The low level of voluntariness group shows that perceived usefulness has a greater influence on reuse intention that the high level of voluntariness.
This study makes several theoretical contributions to the literature and offers important implications for restaurant managers. The key contribution of this study is that it provides a comprehensive research model regarding family restaurant’s application. Furthermore, this study examines whether or not voluntariness moderates the relationship between perceived usefulness and reuse intention. However, this is only the first step in developing research model regarding family restaurant’s application, and further research should build upon this research model and subject it to further, rigorous examination.

국문 초록 (Abstract)

본 연구의 목적은 아웃백 패밀리 레스토랑 스마트폰 어플리케이션 품질, 인지된 용이성, 인지된 유용성, 재사용의도 간의 구조적 영향관계에 대해 알아보고, 기술 이용에 대한 자발성 요인이 인지된 유용성, 인지된 용이성과 재사용의도 간에 조절효과 역할을 하는지에 대해 조사하고자한다. 이를 위해 경남과 대구에 거주하는 대학생들을 대상으로 300부의 설문지가 배포되었으며 총 250부를 본 연구의 분석 자료로 사용하였다. 본 연구의 결과는 첫째, 어플리케이션 시스템 품질을 포함한 확장된 TAM 모델에서 대부분의 가설이 채택되었으나 정보품질과 인지된 유용성과의 영향관계에 대한 가설만 기각되었다. 둘째, 인지된 유용성과 재사용 의도간의 자발성에 따른 조절효과를 검증한 결과 조절효과가 있는 것으로 나타났다. 낮은 자발성 집단이 높은 자발성 집단보다 인지된 유용성이 재사용의도에 더 큰 영향을 주는 것을 밝혀졌다. 하지만 인지된 용이성과 재사용의간의 자발성 조절효과는 없는 것으로 밝혀졌다. 마지막으로 이론적⋅실무적 시사점과 연구의 한계점이 논의되었다

참고문헌 (Reference)

1 이종오, "휴대폰의 제품특성과 촉진요인에 따른 재구매 동기요인 연구 : 한국과 인도네시아 국가간 차이 비교를 중심으로" 329-335, 2006

2 양윤선, "휴대전화의 사용자 인터페이스 신기술 특성 및 신기술 UI 수용과 관련한 사회적 요인이 소비자 이용행태에 미치는 영향 -TAM 중심으로-" 한국기업경영학회 18 (18): 1-20, 2011

3 김태구, "호텔회계정보시스템 이용행동에 대한 경로분석: 기술수용모델(TAM)의 응용" 한국관광학회 28 (28): 313-334, 2005

4 오종철, "합리적 행위이론을 이용한 어플리케이션 구매의도 연구" 한국기업경영학회 18 (18): 141-163, 2011

5 나윤규, "패션 e-Commerce에서 e-CRM이 관계품질과 성과에 미치는 영향 : 한미 비교연구" 한국의류산업학회 12 (12): 327-337, 2010

6 이은용, "패밀리 레스토랑 POS의 사용 용이성, 유용성, 사용태도가 사용의도 및 고객지향성에 미치는 영향" 한국호텔외식경영학회 15 (15): 265-284, 2006

7 유재현, "중국소비자의 모바일 쇼핑 서비스 수용요인에 관한연구" 한국인터넷전자상거래학회 9 (9): 81-106, 2009

8 유재현, "중국소비자들의 모바일 인터넷 이용의도에 영향을 미치는 요인에 관한 연구" 국제지역학회 12 (12): 203-226, 2008

9 김용겸, "정보시스템 전략과 기업전략간 전략적 연계의 연구에 관한 연대기적 고찰 - 경영관리과정을 중심으로 -" 한국기업경영학회 12 (12): 107-137, 2005

10 김준우, "정보기술수용이론(TAM)의 대안적 모델의 개발에 관한 연구" 국제e-비즈니스학회 8 (8): 423-450, 2007

11 김준우, "정보기술수용이론(TAM)의 대안적 모델의 개발에 관한 연구" 국제e-비즈니스학회 8 (8): 423-450, 2007

12 김성혁, "여행상품 전자상거래 구매자의 여행사 웹사이트 고객만족에 관한 연구* - TAM(기술수용모델) 적용 -" 한국호텔외식경영학회 18 (18): 151-166, 2009

13 한국경제, "아웃백"

14 오정민, "스마트폰 어플리케이션의 소비 성향 분석을 통한 국가별 선호연구" 328-329, 2010

15 조대연, "비영리조직의 지식경영 현황 및 비영리조직간 지식경영 핵심성공요인" 한국지식경영학회 9 (9): 35-61, 2008

16 이봉규, "모바일 텔레매틱스 서비스 사용 의도에 영향을 미치는 사용 용이성과 유용성 분석" 한국공간정보시스템학회 9 (9): 15-30, 2007

17 허재두, "모바일 앱스토어 기술 동향" 한국전자통신연구원 25 (25): 52-61, 2010

18 김은미, "동영상 UCC의 선택과 이용의도의 영향 요인에 관한 연구 : 기술 수용모형(Technology Acceptance Model: TAM2)을 중심으로" 사이버커뮤니케이션학회 27 (27): 5-43, 2010

19 함유근, "기술 중개의 성공 요인-국내 및 미국 S/W 프로그램 저작권 중개기관 사례 비교 연구-" 한국중소기업학회 9 (9): 109-134, 2006

20 한지숙, "관광지식정보시스템 품질, 용이성, 시스템 이용만족간의 구조적 관계 고찰 －기술수용모델(Technology Acceptance Model)의 적용과 확장－" 한국관광연구학회 24 (24): 175-188, 2010

21 윤주, "관광지식정보시스템 수용결정요인 검증" 한국호텔외식경영학회 16 (16): 15-34, 2007

22 Venkatesh, V, "User Acceptance of Information Technology : Toward a Unified View" 27 (27): 425-478, 2003

23 Davis, F. D, "User Acceptance of ComputerTechnology : A Comparison of Two TheoreticalModels" 35 (35): 982-1003, 1989

24 Lee, K, "Understanding Factors Affecting Trust in and Satisfaction with Mobile Banking in Korea : A Modified DeLone and McLean’s Model Perspective" 21 : 385-392, 2009

25 Gefen, D, "Trust and TAM in Outline Shopping : An Integrated Model" 27 (27): 51-90, 2003

26 Kuan, H, "Trust Transference in Brick and Click Retailers : An Investigation of The Before-Online-Visit-Phase" 44 : 175-187, 2007

27 Lin, J. C, "Towards an Understanding of the Behavioral Intention to Use a Web Site" 20 (20): 197-208, 2000

28 Sun, H., "The Role of Moderating Factors in User Technology Acceptance" 64 (64): 53-78, 2006

29 Kuo, Y, "The Relationships among Service Quality, Perceived Value, Customer Satisfaction and Post-Purchase Intention in Mobile Value-Added Services" 25 (25): 887-896, 2009

30 McKinney, V, "The Measurement of Web Customer Satisfaction : An Expectation and DisconfirmationApproach" 13 (13): 296-315, 2002

31 Ahn, T, "The Impact of Web Quality and Playfulness on User Acceptance of Online Retailing" 44 (44): 263-275, 2007

32 Huang, L. J, "The Impact of Power Distance on EmailAcceptance : Evidence from the PRC" 44 (44): 93-101, 2003

33 Igbaria, M, "The Effects of Self-Efficacy on Computer Usage" 23 (23): 587-605, 1995

34 DeLone, W. H., "The DeLone and McLean Model of Information Systems Success: A Ten-Year Update" 19 (19): 9-30, 2003

35 Wang, Y, "The Conceptualization and Measurement of M-Commerce User Satisfaction" 23 (23): 381-398, 2007

36 Byrne, B. M, "Testing for Multigroup Invariance Using AMOS Graphics : A Road Less Traveled" 11 (11): 271-300, 2004

37 Bharati, P., "Studying the Current Status of Technology Adoption" 37 (37): 187-197, 2004

38 Davis, F. D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology" 13 (13): 318-341, 1989

39 Kettinger, W. J, "Perceived Service Quality and User Satisfaction with the Information Services Firm" 25 (25): 737-766, 1994

40 Gorla, N., "Organizational Impact of System Quality, Information Quality, and Service Quality" 19 (19): 207-228, 2010

41 Ping, R. A, "On Assuring Valid Measures for Theoretical Models Using Survey Data" 57 (57): 125-141, 2004

42 Hair, J. F., "Multivariate data analysis" Prentice Hall 2009

43 Petter, S., "Measuring Information Systems Success : Models, Dimensions, Measures, and Interrelationships" 17 (17): 236-263, 2008

44 DeLone, W. H, "Information Systems Success : The Quest for the Dependent Variable" 3 (3): 60-95, 1992

45 김태구, "FIDELIO 사용자의 이용태도에 관한 실증적 연구" 대한관광경영학회 21 (21): 19-39, 2006

46 Hartwick, J, "Explaining the Role of User Participation in Information System Use" 40 (40): 440-461, 1994

47 Brown, S. A, "Do I Really Have To? User Acceptance of Mandated Technology" 11 (11): 283-295, 2002

48 Moore, G. C, "Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation" 2 (2): 192-222, 1991

49 Lee, H., "Determinants of success for application service provider: An empirical test in small businesses" ACADEMIC PRESS LTD ELSEVIER SCIENCE LTD 65 (65): 796-815, 200709

50 남종훈, "DMB의 수용결정요인에 관한 연구:위성 DMB와 지상파 DMB의 비교를 중심으로" 한국지역언론학회 7 (7): 143-188, 2007

51 Hu, L., "Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives" 6 (6): 1-55, 1999

52 Fishbein, M., "Belief, attitude, intention, and behavior: An introduction to theory and research" Addison- Wesley 1975

53 Rai, A, "Assessing the Validity of IS SuccessModels : An Empirical Test and TheoreticalAnalysis" 13 (13): 50-69, 2002

54 Nelson, R. R, "Antecedents of Information andSystem Quality : An Empirical Examinationwithin the Context of Data Warehousing" 21 (21): 199-235, 2005

55 Halawi, L. A, "An Empirical Investigation ofKnowledge Management Systems’ Success" 48 (48): 121-135, 2007

56 Kim, T. G, "An Empirical Examination of the Acceptance Behaviour of Hotel Front Office Systems : An Extended Technology Acceptance Model" 29 (29): 500-513, 2008

57 Morris, M. G, "Age Difference in Technology Adoptions Decisions; Implications for a Changing Workforce" 53 (53): 375-403, 2000

58 배병렬, "AMOS 17. 0 구조방정식모델링" 청람 2009

59 Seddon, P. B, "A Respecification and Extension of the DeLone and McLean Model of IS Success" 8 (8): 240-253, 1997

60 King, W. R, "A Meta-Analysis of the Technology Acceptance Model" 43 (43): 740-755, 2006

61 Wu, J, "A Meta-Analysis of the Role of Environment-Based Voluntariness in Information Technology Acceptance" 33 (33): 419-432, 2009

62 Kulkarni, U. R, "A Knowledge Management SuccessModel : Theoretical Development andEmpirical Validation" 23 (23): 309-347, 2007

63 Huh, H. J., "A Comparison of Competing Theoretical Models for Understanding Acceptance Behavior of Information Systems in Upscale Hotels" 28 (28): 121-134, 2009

64 서울신문, "24시간 국내 레스토랑 할인"