비대면 서비스의 인지된 가치와 정보기술능력이 이용 의도에 미치는 영향: 외식업주를 대상으로

Abstract

There has been an increasing trend of applying non-face-to-face services in the foodservice industry due to many issues such as the outbreak of COVID-19, the increased number of one-person households, and labor cost hike. This study investigates the impact of perceived value and personal information technology competence on intent to use via perceived usefulness and ease of use of new service technologies based on the Technology Acceptance Model (TAM). Through the on-site visiting survey, 168 foodservice business owners participated in this study. We found a positive effect of perceived functional, emotional, and economic value on perceived usefulness. The positive effect of perceived emotional and economic value was also found on perceived ease of use towards the new service technology. Information technology competence of participants had a positive effect on both perceived usefulness and ease of use. Particularly, perceived functional value had a significant effect on perceived usefulness, and information technology competence had a significant effect on perceived ease of use. All results emphasize the important aspects of the effective introduction and acceptance of new non-face-to-face services in the foodservice industry.