통합 애플리케이션 환경에서 로열티 프로그램이 스마트 오더 기술 수용에 미치는 영향: 선택 복잡성 성향의 조절효과

초록

This study investigates how loyalty programs influence the technology acceptance and continuance intention of smart order systems within an integrated application environment. It also examines the moderating effect of choice complexity as an individual psychological trait. A survey was conducted with Starbucks application users, and hypotheses were tested using structural equation modeling. The results indicate that the symbolic benefits of the loyalty program significantly enhance both perceived usefulness and perceived ease of use of the smart order system, while economic benefits significantly affect perceived ease of use. Furthermore, choice complexity moderates the relationship between perceived ease of use and continuance intention by weakening this link. These findings suggest that loyalty programs can strategically facilitate smart order adoption in integrated applications and underscore the importance of service design that reflects individual customer traits.

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