외식소비자의 지각된 기술기반 셀프서비스 특성이 만족 및 구매의도에 미치는 영향 연구 = 온라인 메뉴주문 시스템을 중심으로

다국어 초록 (Multilingual Abstract)

The purpose of this study was to investigate influential relations between satisfaction and purchase intention according to the perceived TBSS characteristics among foodservice consumers that used an online menu ordering system. Based on total 228 employees obtained from the empirical research, this study reviewed reliability and fitness of research model and verified total 2 hypotheses with Amos program. As a result, self-control had the greatest positive(+) effects on satisfaction among the TBSS factors, being followed by playfulness, usefulness, and convenience in the order. Satisfaction, in turn, had positive(+) effects on purchase behavior. It is extremely important for foodservice providers to design a system by taking into account the satisfaction of actual consumers using TBSS based on those findings. They also need strategies to flexibly react to internal and external foodservice markets by consistently analyzing customer behavior to figure out the characteristics considered to be important by customers and changing the service process according to situations.