Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지

The Effects of Mobile Bakery Application's Perceived Usefulness and Easiness on Its Continuous Use

모바일 베이커리 어플리케이션에 대한 지각된 유용성과 용이성이 지속적 이용에 미치는 영향

  • Lee, Myung-Ho (Dept. of Hotel & Culinary Arts, Shinhan University) ;
  • So, Young-Jin (Dept. of Dermatological Health Management, Eulji University)
  • 이명호 (신한대학교 식품조리과학부) ;
  • 소영진 (을지대학교 피부관리학과)
  • Received : 2015.03.02
  • Accepted : 2015.04.16
  • Published : 2015.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study is designed to test the effects of innovativeness, information dependency, informative sufficiency, and review reliability on perceived usefulness, perceived ease of use, and eventually continuous use in mobile bakery applications and to provide useful information for the bakery industry. A total of 500 questionnaires were distributed for data collection from September $1^{st}$ to $30^{th}$ in 2014. Out of 455 returned questionnaires, 441 were useable. Statistical techniques utilized in the study were a factor analysis, reliability tests, and a covariance structure analysis using SPSS 18.0 and AMOS 18.0. The results were as follows: first, innovativeness had significant effects on perceived usefulness and perceived ease of use. Second, information dependency had significant effects on perceived usefulness and perceived ease of use. Third, informative sufficiency had significant effects on perceived usefulness and perceived ease of use. Fourth, review reliability had significant effects on perceived usefulness and perceived ease of use. Fifth, perceived ease of use had a significant effect on perceived usefulness. Finally, perceived usefulness and perceived ease of use had significant effects on the continuous use of a mobile bakery application.

본 연구는 모바일 베이커리 어플리케이션에 대한 혁신성, 정보의존성, 정보제공 충분성 및 리뷰 신뢰성이 지각된 유용성과 지각된 용이성 그리고 최종적으로 지속적 이용에 미치는 영향관계를 검증하여 베이커리산업에 유용한 정보를 제시하고자 하였다. 자료 수집은 2014년 9월 1일부터 30일까지 실시하였으며, 설문지는 총 500부를 배포하여 455부를 회수하였고, 이 중 통계분석이 가능한 441부에 대하여 SPSS 18.0과 AMOS 18.0을 이용하여 요인분석과 신뢰성 검증을 실시하고, 제시된 연구가설을 검증하기 위해서 공분산 구조분석을 실시하였다. 분석결과, 첫째, 혁신성은 지각된 유용성과 지각된 용이성에 유의적인 영향을 미치는 것으로 나타났다. 둘째, 정보의존성은 지각된 유용성과 지각된 용이성에 유의적인 영향을 미치는 것으로 나타났다. 셋째, 정보제공 충분성은 지각된 유용성과 지각된 용이성에 유의적인 영향을 미치는 것으로 나타났다. 넷째, 리뷰신뢰성은 지각된 유용성과 지각된 용이성에 유의적인 영향을 미치는 것으로 나타났다. 다섯째, 지각된 용이성은 지각된 유용성에 유의적인 영향을 미치는 것으로 분석되었다. 마지막으로 지각된 유용성과 지각된 용이성은 모바일 베이커리 어플리케이션의 지속적 이용에 유의적인 영향을 미치는 것으로 분석되었다.

Keywords

References

  1. 월간 외식경영(2010년 10월 27일). 스마트폰과 함께 등장한 외식업계新프로모션. 트위터와 앱. http://www.mt.co.kr/view/mtview.php?type=1&no=2010102711362618923&outlink=1
  2. 한국외식경제(2010년 7월 29일). 외식업체광고, 스마트폰으로 한다! http://www.foodbank.co.kr/news/view.php?secIndex=23919
  3. Agarwal R, Prasad J (1998). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information Systems Research 9(2):204-215. https://doi.org/10.1287/isre.9.2.204
  4. Baek SW, Ahn HY, Lee ZK (2012). Study on the performance of information search process in term of attributes of Apps in appstore and buyer's innovativeness. Korean Socety for Internet Information 13(4):103-119.
  5. 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
  6. Bei LT, Chen EY, Rha JY, Widdows R (2003). Consumers' online information search for a new restaurant for dining-out: A comparison of US and Taiwan consumers. Journal of Foodservice Business Research 6(3):15-36. https://doi.org/10.1300/J369v06n03_03
  7. Bigne AEC, Ruiz MJ, Aldas M, Sanz BS (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
  8. 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.
  9. Chae JS (1995). After the purchase information search effort and information dependence impact on satisfaction. Consumer Studies 6 (2):35-52.
  10. 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):370-382.
  11. 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
  12. Cheung W, Chang MK, Lai VS (2000). Prediction of internet and world wide web usage at work : A test of an extended Triandis model. Decision Support Systems 30:83-100. https://doi.org/10.1016/S0167-9236(00)00125-1
  13. Chong YK, Kim HE(2009). Online WOM communication for restaurant reviews evaluation on restaurant customer's WOM disposition. The Tourism Sciences Society of Korea 33(2):31-52.
  14. Davis FD (1989). Perceived usefulness, perceived ease of use, and user acceptance of infonnation technology. MIS Quarterly l3(3):319-340.
  15. Fornell C, Larcker DF (1981). Evaluating structural equation models with unobservable variable and measurement error. Journal of Marketing Research 18:39-50. https://doi.org/10.2307/3151312
  16. Gefen D, Karahanna E, Straub DW(2003). Trust and TAM in online shopping: An interacted model. MIS Quarterly 27(1):51-90. https://doi.org/10.2307/30036519
  17. 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
  18. Genesan S, Hess R (1997). Dimensions and levels of trust: Implications for commitment to a relationship. Marketing Letters 8(4):439-448. https://doi.org/10.1023/A:1007955514781
  19. Hahn SSN, Yoon JH, Kim JM (2014). Extending the technology acceptance model to examine the intention to use tourism applications on smartphone. Korean Academy Society of Hospitality Administration 23(3):19-40.
  20. Hasan B (2006). Delineating the effects of general and system-specific computer self-efficacy beliefs and IS acceptance. Information and Management 43(5):565-572. https://doi.org/10.1016/j.im.2005.11.005
  21. 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
  22. Hoffman DL, Novak TP, Peralta M (1999). Building consumer trust online. Communications of the ACM 42(4):80-85. https://doi.org/10.1145/299157.299175
  23. Hwang YY, Lee KY (2013). The impact of personal characteristics and online reviews attributes in continuance of the mobile application market, Association of Business Administration Korea 26(8):2021-2041.
  24. 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
  25. Kim CH, Hwang ER (1997). On the ethnography of symbiotic marketing form the view of coupon managers. Korea Advertising Society 35: 55-77.
  26. Kim GJ, Byun 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. Korean Academy Society of Hospitality Administration 20(6):61-81.
  27. 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. Foodservice Management Society of Korea 14(5):113-131.
  28. Kim JY, Suh EK, Suh KS (2008). Effects of perceived similarity between consumers and product reviewers on consumer behaviors. The Korea Society of Management Information System 18(3):67-90.
  29. Kim SW, Kang HT (2007). Analyzing the relationships among intention to use, satisfaction, trust, and perceived effectiveness of review boards as online feedback mechanism in shopping websites. KORMS 32(2):53-69.
  30. Kwahk KY, Lee YJ (2005). A study on the factors affecting the usage intention of the mobile banking service in the digital convergence age. Information Systems Review J 7(2):85-100.
  31. Lederer AL, Maupin DK, Sena MP, Zhuang Y (1998). The role of ease of use, usefulness and attitude in the prediction of world wide web usage. Proceedings of the ACM SIGCPR Conferende on Computer Personnel Research 195-204.
  32. Lee HY (2012). The customers' responses to online restaurant reviews : Exploring the moderating impact of opinion leadership. The Korea Foodservice Association 8(2):7-23.
  33. Lee JW, Lee SB, Na EG, Wang XM (2009). The application of mobile RFID for the food menu contents service. Journal of KECRA 10(4):29-53.
  34. Lee KY (2010). A study on the discontinuance intention of mobile service in post adoption context. The Korea Academic Association of Business Administration 23(1):135-156.
  35. Lee KY (2010). Effects of online product reviews attributes and site familiarity on consumers' loyalty in online product searching site. Society for E-Business 15(1):17-37.
  36. Lee YJ (2010). Influence of service perception on user intention to use resource sharing service. Sungkyunkwan University.
  37. Lin CS, Wu S, Tsai RJ (2005). Integrating perceived playfulness into xpectation-confirmation model for web portal context. Information and Management 42:683-693. https://doi.org/10.1016/j.im.2004.04.003
  38. Lu JJ, Yao E, Yu CS (2005). Personal innovativeness, social influences and adoption of wireless internet services via mobile technology. The Journal of Strategic Information Systems 14(3):245-268. https://doi.org/10.1016/j.jsis.2005.07.003
  39. March RS, Woodside AG (2005). Tourism Behaviour: Travellers' Decisions and Actions. CABI.
  40. Nam JH, Hyun YH (2011). The study on assessing the quality of the smartphone applications: A case of the outback application of family restaurant. Foodservice Management Society of Korea 14(5):221-240.
  41. Park BR, Yang SH, Lee YK, Chang BM(2010). Design and implementation of location-aware smart phone-based theater guide system. Korea Information Processing Society 17(1):53-58.
  42. Park JJ (2004). Factors influencing consumer intention to shop online. 광고학연구, 5(3):289-315.
  43. Park KN, Jung GH, Lee HY (2012). Acceptance factors of mobile applications : Based on the perceived riskand two-sided network effects. The Korea Society of Management Information Systems 12(3):207-235.
  44. 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
  45. Rogers EM (1967). The process of innovation and the diffusion of innovation. Journal of Marketing 31(1):14-19. https://doi.org/10.2307/1249295
  46. Rogers EM (1986). Communication Technlolgy: the New Media in Society. New York: Macmillan Free Press.
  47. Rogers EM (2003). Diffusion of Innovation(5th edition). New York: Free Press.
  48. Seok MA (2006). A study on construction the mobile POS of using cell phones. Sungkyunkwan University.
  49. Shankar V, Urban GL, Sultan F (2002). Online trust: A stakeholder perspective, concepts, implications, and future directions. Journal of Strategic Information Systems 11:325-344. https://doi.org/10.1016/S0963-8687(02)00022-7
  50. Shin HS (2010). Moderating effects of personal innovativeness on the relationship between perceived usefulness, subjective norm and intention to use mobile internet. Korea Association of Information System 19(3):209-236.
  51. Song KJ (2010). The evolution of IT-based communication: SNS social media and smartphones combined. Community Information 64(1):4-13.