ICT기반 서비스 수용요인과 브랜드 이미지, 구매의도 간의 관계

Relationship between ICT-based Service acceptance factors, Brand Image and Purchasing Intention: Focused on Digital Kiosk

The purpose of this study is to propose marketing strategies in the food service industry to maintain long-term relationships with customers through the acceptance of ICT-based services by food service corporation. In addition, logical theory was established to enhance brand image and purchasing intent by forming a friendly attitude of consumers toward ICT-based services. The research method of this study was based on a survey of consumers in their 20s or older who have visited large food service corporation(fast food restaurants) that provide ICT-based services based on a convenient sample extraction method. The survey was conducted using the Google Online questionnaire, using 259 data registered from 1 October 2019 to 30 October 2019. Based on the data results, frequency analysis, confirmed factor analysis, and correlation analysis were performed. The result on analysis of hypotheses were as follows. In hypothesis 1, the ICT-based service acceptance factors have had a positive (+) influence on brand image. In hypothesis 2, the brand image has had a positive (+) influence on purchasing intention. In hypothesis 3, the ICT-based service acceptance factors have had a partially positive (+) impact on the purchasing intention by using the brand image as a medium. This study results suggest theoretical and practical implications on the acceptance of ICT-based services in food service corporation.