고객 세분화에 따른 커피전문점 키오스크 지속사용의도 분석: 대기시간과 매장 혼잡도의 조절효과를 중심으로 | ebook

학술논문

고객 세분화에 따른 커피전문점 키오스크 지속사용의도 분석: 대기시간과 매장 혼잡도의 조절효과를 중심으로

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영문명: Analysis of the Continuous Use Intention of Coffee Shop Kiosks According to Customer Segmentation: Focusing on the Moderating Effects of Waiting Time and Store Congestion
발행기관: 한국커피협회
저자명: 이환의(Hwaneui Lee) 차재빈(Jae Bin Cha)
간행물 정보: 『한국커피문화연구』제11권 1호, 307~333쪽, 전체 27쪽
주제분류: 복합학 > 학제간연구
파일형태: PDF
발행일자: 2025.06.30

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국문 초록

This study aimed to analyze the impact of customer characteristics on the intention to continuously use of kiosks in coffee shops and to examine differences among user groups. A scenario-based experimental design was employed to assess the moderating effects of waiting time and congestion. The experiment was conducted over a 15-day period, from May 2 to May 17, 2025, targeting university students at K University in Gyeonggi Province. Of the 208 responses collected, 201 valid responses were used for analysis after excluding 7 insincere responses. Statistical analyses were conducted using SPSS 26.0. To test the research hypotheses, independent samples t-tests and two-way ANOVA were performed to examine both main effects and interaction effects. The main findings of the study can be summarized as follows. First, significant differences were found in the continuous use intention based on kiosk users’ self-efficacy and novelty-seeking tendencies. Participants with higher selfefficacy reported higher the continuous use intention than those with lower self-efficacy (p<0.01), and those with high novelty-seeking tendencies showed significantly higher ccontinuous use intention compared to their counterparts (p<0.001). Second, under conditions of long waiting time, both self-efficacy (p<0.001) and novelty-seeking (p<0.001) exhibited significant differences between groups, and the interaction effect between waiting time and customer characteristics was also identified significantly (p<0.001). Third, in congested conditions, self-efficacy (p<0.001) and novelty-seeking (p<0.001) also showed significant group differences, and the result showed sgnificant innteraction effect between congestion and customer traits (p<0.05). These findings provide both theoretical and practical implications for the strategic use of kiosks in coffee shops, emphasizing the importance of customer characteristics and situational factors in promoting continued usage.

영문 초록

키워드

Coffee shop Customer characteristics Waiting time Congestion Continued use intention

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