The Effect of Cafe Mobile App’s Convenience Service on Perceived Value and Reuse Intention

In this study, based on previous studies, we examine the causal relation model that influences reuse intention, which is a dependent variable through perceived value as a parameter by measuring the service convenience for cafe mobile application. The questionnaires were surveyed by an online company(EMBRAIN). Online research was conducted for one week from October 26 to November 8, 2018. There are 13 items of the collected data were excluded and 324 items suitable for irradiation were used. After data collection, frequency analysis was performed on the general characteristics of questionnaire survey using SPSS, and data conclusions were derived by verifying reliability and validity of data and hypotheses. Study results show that service convenience of cafe mobile application has a positive effect on perceived value and reuse intention. In addition, in the relationship that cafe mobile app’s service convenience has a significant (+) influence on reuse intention, perceived value proved to have meaningful results as intermediary roles. Implications of this study are as follows. First of all, this study will be helpful for cafe companies and consumers if utilize the service convenience of cafe mobile application in perceived value and reuse intention in marketing applications. Therefore, theoretically, we propose the development direction of cafe mobile application and present academic data for marketing strategy innovation and competitive advantage in the food service industry that conforms to the fourth industrial revolution era.