확장된 UTAUT2 모형 기반 외식 소상공인의 AI 사업화 프로그램 수용이 경영성과에 미치는 영향

다국어 초록 (Multilingual Abstract)

This study examined the impact of the acceptance of AI-based business support programs on business performance among foodservice small business owners based on the Extended Unified Theory of Acceptance and Use of Technology (UTAUT2). The study investigated the structural relationships among performance expectancy, effort expectancy, social influence, facilitating conditions, acceptance of AI-based business support programs, business model (BM) design, menu development, digital marketing, and business performance. Data were collected from 209 foodservice small business owners who participated in AI-based business support and digital competency enhancement programs in the Daegu-Gyeongbuk region. PASW 25.0 and AMOS 25.0 were used for data analysis. The results showed that social influence had a significant positive effect on the acceptance of AI-based business support programs, whereas performance expectancy, effort expectancy, and facilitating conditions did not have significant effects. Acceptance of AI-based business support programs significantly influenced BM design, which in turn positively affected menu development. Menu development also had a significant positive effect on digital marketing. However, the direct effect of digital marketing on business performance was not statistically significant. Nevertheless, AI-based business support program acceptance was found to affect business performance directly and indirectly through BM design, menu development, and digital marketing. The findings suggest that AI-based business support programs play an important role in strengthening business development capabilities and promoting digital transformation among foodservice small business owners.

목차 (Table of Contents)

• ABSTRACT
• 1. 서론
• 2. 이론적 배경
• 3. 연구 설계
• 4. 실증분석
• 5. 결론 및 제언
• REFERENCES