earticle

영어

The emergence of smartphone has increased revenues in a stagnated mobile phone market. Especially, smartphone application is the primary channel of communication to the customer, which enables the support of the whole customer process. Via the application the customer can access the best fitting offers for the individual customer process steps. Although the issue of smartphone application has emerged as one of the most important aspects, relatively limited research exists regarding smartphone application within service sector brands, especially restaurant brands. Accordingly, the purpose of this study is to examine the structural relationships between the quality of Outback family restaurant’s smpartphone application, perceived usefulness, perceived easiness and reuse intention, and the moderating effect of voluntariness on the relationship between perceived usefulness and reuse intention using structural equation modelling analysis. The important variables of the research model include: quality of Outback family restaurant’s smartphone application as the independent variable, perceived usefulness and perceived easiness as the mediating variables, and reuse intention as the dependent variable. In addition, voluntariness is proposed to moderate the relationship between perceived usefulness and reuse intention. For this, data collection is through a personally administered questionnaire. The main advantage of this method is that data collection of all completed responses incurs minimal time and cost expenditures. This face-to-face method affords an opportunity to introduce the research topic and motivate respondents to offer frank answers. Moreover, it doest not require significant skill to administer a questionnaire. In order to maintain consistency in the data gathering process, university students majoring in hotel and tourism management became data collectors after receiving training. The 300 questionnaires were distributed to university students who were in Kyungnam and Daegu. A total of 280 responses were collected. Excluding missing data, 250 usable data were analyzed. Results of this study are as follows: First, it is found that most hypotheses for structural relationships proves to be significant except for one path from system quality to perceive d usefulness.; Second, it was revealed that, voluntariness shows the moderating effect on the relationship between perceived usefulness and reuse intention, whereas there is no moderating effect of voluntariness on between perceived easiness and reuse intention. The low level of voluntariness group shows that perceived usefulness has a greater influence on reuse intention that the high level of voluntariness. This study makes several theoretical contributions to the literature and offers important implications for restaurant managers. The key contribution of this study is that it provides a comprehensive research model regarding family restaurant’s application. Furthermore, this study examines whether or not voluntariness moderates the relationship between perceived usefulness and reuse intention. However, this is only the first step in developing research model regarding family restaurant’s application, and further research should build upon this research model and subject it to further, rigorous examination.

한국어

본 연구의 목적은 아웃백 패밀리 레스토랑 스마트폰 어플리케이션 품질, 인지된 용이성, 인지된 유용성, 재사용의도 간의 구조적 영향관계에 대해 알아보고, 기술 이용에 대한 자발성 요인이 인지된 유용성, 인지된 용이성과 재사용의도 간에 조절효과 역할을 하는지에 대해 조사하고자한다. 이를 위해 경남과 대구에 거주하는 대학생들을 대상으로 300부의 설문지가 배포되었으며 총 250부를 본 연구의 분석 자료로 사용하였다. 본 연구의 결과는 첫째, 어플리케이션 시스템 품질을 포함한 확장된 TAM 모델에서 대부분의 가설이 채택되었으나 정보품질과 인지된 유용성과의 영향관계에 대한 가설만 기각되었다. 둘째, 인지된 유용성과 재사용 의도간의 자발성에 따른 조절효과를 검증한 결과 조절효과가 있는 것으로 나타났다. 낮은 자발성 집단이 높은 자발성 집단보다 인지된 유용성이 재사용의도에 더 큰 영향을 주는 것을 밝혀졌다. 하지만 인지된 용이성과 재사용의간의 자발성 조절효과는 없는 것으로 밝혀졌다. 마지막으로 이론적⋅실무적 시사점과 연구의 한계점이 논의되었다