편의점 모바일 앱의 지각된 유용성과 지각된 이용 용이성이 소비자의 모바일 앱 및 매장 이용 의도에 미치는 영향

The Effects of Perceived Usefulness and Perceived Ease of Use of Convenience Store Mobile Apps on Consumers’ Intentions to Use Mobile Apps and Visit Stores

Background/Objectives: This study aims to compare the usage behaviors of convenience store mobile app users and non-users and examines the impact of perceived usefulness and perceived ease of use on consumers' intentions to use the mobile app and visit stores, based on the Technology Acceptance Model. It also analyzes how convenience store experiences and satisfaction differ based on app usage. Methods: Using data from 1,600 participants in the ｢2024 Convenience Store Consumer Satisfaction and Usage Surve｣ by the Korea Consumer Agency, this study employed descriptive statistics, chi-square tests, t-tests, and structural equation modeling. Results: The results indicated that mobile app users visited convenience store locations more frequently than non-users, had a higher utilization rate of retail convenience services, and reported greater satisfaction with these services and promotions. Additionally, they demonstrated stronger intentions to use mobile apps and visit stores. Consumers' perceived usefulness and perceived ease of use of convenience store mobile apps had a positive effect on their intention to use the app. However, these factors did not directly influence store visit intention; instead, they had an indirect effect through the mediating role of mobile app usage intention. Conclusion/Implications: The study holds academic significance by empirically examining the linkage between consumers' use of convenience store mobile apps and in-store visits through the extended application of the Technology Acceptance Model. Practically, it provides strategic recommendations for enhancing the adoption and utilization of convenience store mobile apps.