Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

The Effect of a Mobile Foodservice Application on Continuous Use Intention and Long-Term Orientation

모바일 외식 어플리케이션이 지속적 이용과 장기지향성에 미치는 영향

  • 임성빈 (백석예술대학교 외식조리과)
  • Received : 2016.06.14
  • Accepted : 2016.08.11
  • Published : 2016.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

This research aimed to setup the innovativeness, dependability of information, reliability, and sufficiency of information of a mobile eating out application as the precedence factor, and also aimed to present useful information regarding the mobile eating out application by verifying the effect on the continuous use satisfaction levels and long-term orientation for this mobile eating out application. The data collection carried out from February 1 to February 28, 2016, with 441 questionnaires collected from a total distribution of 500 copies, of which 396 were retained. SPSS 22.0 was employed for factor analysis and the reliability verification, while AMOS 22.0 was used for the covariance structure analysis meant to verify the presented research hypothesis. The results are as follows. First, there was found a significant positive effect (+) on continuous use from innovativeness and dependability. On the other hand, sufficiency and reliability appeared not to have a significant effect. Second, there was a positive increase in long-term orientation as continuous use increased. Third, long-term orientation increased in relation to innovativeness. On the other hand, sufficiency, dependability and reliability appeared not to have a significant effect on long term orientation. Accordingly, the useful implications for the eating out application based on the analysis results has been presented.

본 연구는 모바일 외식 어플리케이션에 대한 혁신성, 정보제공 의존성, 신뢰성 및 정보제공 충분성을 선행요인으로 설정하고, 이러한 외식 모바일 어플리케이션에 대한 만족도 차원의 지속적 이용 및 장기지향성에 미치는 영향관계를 검증하여 모바일 외식 어플리케이션에 유용한 정보를 제시하고자 하였다. 자료 수집은 2016년 2월 1일부터 2월 28일까지 실시하였으며, 설문지는 총 500부를 배포하여 441부를 회수하였고, 이 중 통계분석이 가능한 396부에 대하여 SPSS 22.0과 AMOS 22.0을 이용하여 요인분석과 신뢰성 검증을 실시하고, 제시된 연구가설을 검증하기 위해서 공분산 구조분석을 실시하였다. 분석결과를 요약하면 첫째, 혁신성, 의존성을 높게 지각할수록 지속적 이용에 유의한 정(+)의 영향을 미치는 것으로 분석되었다. 반면, 충분성, 신뢰성은 유의한 영향을 미치지 못하는 것으로 나타났다. 둘째, 지속적 이용이 높을수록 장기지향성도 정(+)의 방향으로 높아지는 것으로 분석되었다. 셋째, 외식 어플리케이션에 대한 혁신성이 높을수록 장기지향성도 높아지는 것으로 분석되었다. 반면, 충분성, 의존성, 신뢰성은 유의한 영향을 미치지 못하는 것으로 나타났다. 따라서 이와 같은 분석결과를 토대로 외식 어플리케이션에 대한 유용한 시사점을 제시하였다.

Keywords

References

  1. Baier D, Stuber E (2010). Acceptance of recommendations to buy in online retailing. Journal of Retailing and Consumer Services 17(3):173-180. https://doi.org/10.1016/j.jretconser.2010.03.005
  2. Bigne-Alcaniz EC, Ruiz-Mafe J, Aldas-Manzano, Sanz-Blas S (2008). Influence of online shopping information dependency and innovativeness on internet shopping adoption. Online Information Review 32(5):648-667. https://doi.org/10.1108/14684520810914025
  3. Blodgett J, Hill D (1991). An exploratory study comparing amount of search measures to consumers' reliance on each source of information. Advances in Consumer Research 18:773-779.
  4. Cha JB, Lee HY (2015). A study on intention to use of tourism storytelling mobile applications - Focusing on technology acceptance model (TAM). Korea Academic Society of Hotel Administration 30(1):69-89.
  5. Chae JS (1995). Influence information search effort and reliance on the information satisfaction after purchase. Journal of Consumer Studies 6(2):35-52.
  6. Chang SC, Chou CM (2011). Factors affecting user's online shopping behavior: Integrating the constraint-based and dedication-based relationship perspectives. African Journal of Business Management 5(2):70-382.
  7. Chen J, Yen D, Chen K (2009). The acceptance and diffusion of the innovative smartphone use. Information and Management 46:241-248. https://doi.org/10.1016/j.im.2009.03.001
  8. Czepiel JA, Gilmore R (1987). Exploring the Concept of Loyalty in Services in th Service Challenge. Chicago. L. L. America Marketing Associtaion.
  9. Davis FD (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, September: 319-339.
  10. Ganesan S (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing 58(2):1-19. https://doi.org/10.2307/1252265
  11. Gefen D, Straub DW (2004). Consumer trust in B2C e-commerce and the importance of social presence: Experiments in e-products and e-Services. Omega 32: 407-424. https://doi.org/10.1016/j.omega.2004.01.006
  12. Go GD (2014). Mobile Tourism Information Search & Purchase Intent : Integrated Model based on TPB and TAM, Doctorate Thesis, Kyonggi University.
  13. Han SBN, Yoon JH, Kim JM (2014). Extending the technology acceptance model to examine the intention to use tourism applications on smartphone. Korea Academic Society of Hotel Administration 23(3):19-40.
  14. Hasan B (2006). Delineating the effects of general and system-specific computer self-efficacy beliefs and IS acceptance. Information and Management 43(5):565-571. https://doi.org/10.1016/j.im.2005.11.005
  15. Hausman AV, Siekpe JS (2009). The effect of web interface features on consumer online purchase intentions. Journal of Business Research 62:5-13. https://doi.org/10.1016/j.jbusres.2008.01.018
  16. Hwang YY, Lee KY (2013). The impact of personal characteristics and online reviews attributes in continuance of the mobile application market. Journal of the Academic Society of Feminism and Korean Literature 26.8 (2013):2021-2041.
  17. Jarvenpaa SL, Tractinsky J, Vitale M (2000). Consumer trust in an internet store. Information Technology and Management 1(1/2):45-71. https://doi.org/10.1023/A:1019104520776
  18. Kelly HH, Thibautm JW (1978). Interpersonal Relations: A Theory of Interdependence. New York: John Wiley and Sons Inc.
  19. Kim GJ, Bean GI, Yang JM (2011). A study on the effect of easiness to use the food service related application of smart phone on intentions of use: Focused on the mediation effect of familarity and usefulness. Korea Academic Society of Hotel Administration 20(6):61-81.
  20. Kim GJ, Lee BS (2011). The exploratory study on the easiness of using smart phone applications for searching food service information: Focusing on consumer characteristics. The Korean Journal of Culinary Research 17:108-121
  21. Kim GJ, Seoung TJ, Lee WG (2011). The comparative study on the influence of easiness to use smart phone application based on the experience of searching restaurant information on value and satisfaction. Journal of Foodservice Management Society of Korea 14(5):113-131.
  22. Kim JY, Suh EK, Suh KS (2008). Effects of perceived similarity between consumers and product reviewers on consumer behaviors. Journal of Information Systems 18(3):67-90.
  23. Kim KS, Cho SH (2015). Influence factors sustainable use of extended TAM applying to mobile food service applications. Journal of Foodservice Management Society of Korea 18(3):203-226.
  24. Kim SU, Gang HT (2007). Analyzing the relationships among intention to use, satisfaction, trust, and perceived effectiveness of review boards as online Feedback Mechanism in Shopping Websites. Journal of the Korean Operations Research and Management Science Society 32(2):53-69.
  25. Lee GY (2010a). Effects of online product reviews attributes and site familiarity on consumers' loyalty in online product searching site. The Jounal of Society for e-Business Studies 15(1):17-37.
  26. Lee GY (2010b). A study on the discontinuance intention of mobile service in post adoption context. Journal of the Academic Society of Feminism and Korean Literature 23(1):135-156.
  27. Lee IS (2014). The effects of mobile foodservice application of perceived risk on e-purchase intention: The moderating effect of usage level. International Journal of Tourism and Hospitality Research 28(11):37-48.
  28. Lee KS (2015). Hotel employee's use intention to smartphone-based collaborative applications. Korea Academic Society of Hotel Administration 24(6):163-181.
  29. Lin CS, Wu S, Tsai RJ (2005). Integrating perceived playfulness into expectation-confirmation model for web portal context. Information and Management 42:683-693. https://doi.org/10.1016/j.im.2004.04.003
  30. Luo XH, Zhang LJ, Shim JP (2010). Examining multi-dimensional trust and multi-faceted risk in initial acceptance of emerging technologies: An empirical study of mobile banking service. Decision Support Systems 9(2):222-234.
  31. March RS, Woodside AG (2005). Tourism Behaviour: Travellers' Decisions and Actions, CABI.
  32. Nam JH, Hyun YH (2011). He study on assessing the quality of the smartphone applications: A case of the Outback application of family restaurant. Journal of Foodservice Management Society of Korea 14(5):221-240.
  33. Oh SH, Kim SH (2006). A study on the extended technology acceptance model and primary factors affecting usage of internet banking: Focusing on the role of trust and compatibility. Korean Marketing Association 24(1):175-205.
  34. Oh SH, Kim SH (2006). Structural relationships among factors affecting usage of internet banking: Focusing on extended technology acceptance model. Korean Marketing Association 21(1):1-27.
  35. Park JS (2010). Acceptance Factors for Mobile Applications Research. Masters Thesis, Korea University.
  36. Park KN, Jung GH, Lee HY (2012). Acceptance factors of mobile applications : Based on the perceived riskand two-sided network effects. The Journal of Internet Electronic Commerce Research 12:207-235.
  37. Park MY, Park JE, Lee SH (2010). A study on determinants and outcome of customer citizenship behavior: Focusing on long-term orientation between service organization and customer. Asia Marketing Journal 11(4):1-19.
  38. Park SH, Han SS (2010). A study on the effect of buyer's perception on the long-term business relations in B2B industry. The Review of Business History 25(2):273-298.
  39. Pavlou PA, Gefen D (2004). Building effective online marketplaces with institution-based trust. Information Systems Review 15(1):37-59. https://doi.org/10.1287/isre.1040.0015
  40. Rogers EM (1986). Communication Technlolgy: The New Mdeia In Society. New York: Macmillan Free Press.
  41. Rogers EM (2003). Diffusion of Innovation(5th Edition). New York: Free Press.
  42. Sin GC, Lim JO (2002). Determinants of long - term orientation between suppliers and retailers. Korean Management Review 31(4):1069-1088.