The Effect of Motivated Consumer Innovativeness on Perceived Value and Intention to Use for Senior Customers at AI Food Service Store

LEE,, J. , KWAK,, M. , & CHA,, S. (2021). The Effect of Motivated Consumer Innovativeness on Perceived Value and Intention to Use for Senior Customers at AI Food Service Store. The Journal of Distribution Science, 19(9), 91-100, https://doi.org/https://doi.org/10.15722/jds.19.9.202109.91

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Abstract

Purpose: This study investigates the use intention of artificial intelligence (AI) food service stores for senior customers, which are becoming a trend in the service industry. Research design, data and methodology: For the study, the extended technology acceptance model (TAM) and motivated consumer innovativeness (MCI) variables, proven by existing researchers, were used. In addition to the effect of motivated consumer innovativeness on customer value, we investigated the effect of customer value on trust and use intention. For the study, 520 questionnaires were distributed online by an expert survey agency. Data was verified through validity and reliability. Results: The analysis results of the research hypothesis verified that functionally motivated consumer innovativeness (fMCI), hedonically motivated consumer innovativeness (hMCI), and socially motivated consumer innovativeness (sMCI) all had positive effects on usefulness and enjoyment. Furthermore, usefulness had a statistically significant positive effect on trust, but perceived enjoyment did not; trust was found to positively affect the intention to use. Conclusions: We compared the moderating effects of seniors' gender and age (at 60) between groups. Although there was no moderating effect of age, it was verified that regarding the effect of usefulness on trust, the male group showed a greater influence than the female group.

keywords: AI Food Service Store, MCIs, Perceived Usefulness, Perceived Enjoyment, Trust

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Article Contents

Vol.19 No.9

The Effect of Motivated Consumer Innovativeness on Perceived Value and Intention to Use for Senior Customers at AI Food Service Store

Abstract

Reference

The Journal of Distribution Science