기대 편익과 지각된 행동 통제에 따른 무인 스터디카페 이용 행동 의도에 관한 연구

A study on behavioral intention to use unmanned study cafes according to expected benefits and perceived behavioral control

This study presents useful measures and implications for the theoretical expansion of the unmanned study cafe operation, one of the various industries within the unmanned store sector, and for establishing optimal marketing strategies for operators. This study identifies the perceived expected benefits factors of users of 24-hour unmanned study cafes and analyzes the relationship between these factors and the main components of the theory of planned behavior (attitude, norms, behavioral control) according to the type of expected benefits. Additionally, it examines the relationships among the key factors that determine the behavioral intentions of unmanned study cafe users. The key finding of this study are as follows. First, the hypothesis that “the expected benefits perceived by users of unmanned study cafes will have a positive (+) effect on their planned behavior” was partially supported. Second, the hypothesis that “the expected benefits perceived by users of unmanned study cafes will have a significant positive (+) effect on their behavioral intentions” was partially supported. Third, the hypothesis that “the planned behavior theory of unmanned study cafe users will have a significant positive (+) effect on their behavioral intentions” was supported.