배달 어플리케이션 이용자의 혁신성이 지각특성, 만족 및 지속적 이용의도에 미치는 영향 = 확장된 기술수용모델(ETAM)을 중심으로

다국어 초록 (Multilingual Abstract)

These days the rapid growth of the domestic food delivery market and market competition is more intense partly due to the growth of the utilization of delivery applications. Therefore, research should include personal behavioral traits, acceptance attitude, and the continuous usage intention of users. This study examined the structural relationships among personal innovativeness, perceived ease of use, perceived usefulness, satisfaction, and continuous usage intention. The results are as follows. First, the personal innovativeness of the user had a positive effect on perceived ease of use. This means the higher the personal innovativeness of the user, the easier and more convenient it was to use delivery applications. Second, perceived ease of use, namely, the perception of service usage as easy to use, such as information search and ordering, had a positive effect on perceived usefulness. Third, perceived ease of use had a positive effect on user satisfaction, and perceived usefulness had a positive effect on satisfaction and continuous usage intention. Also, user satisfaction had a positive effect on continuous usage intention. Positive user outlooks on usage of service, perceived usefulness, and user satisfaction had a close effect on the formation of continuous usage intention. The results suggest there is a need to pay attention to perceived ease of use and personal innovativeness as key factors in increasing continuous usage intention and establishing an active strategy for attaining continuous usage intention.