본 연구의 연구목적은 레스토랑이용고객의 재방문의도에 영향을 미칠 것으로 판단되는 이용고객이 인지한 이용편리성과 이용유용성과의 영향관계를 확인하는 것이다. 본 연구의 목적을 달성하기 위해 인지된 이용편리성, 인지된 이용유용성 그리고 재방문의도에 관하여 이론적 고찰과실증분석을 진행하였다. 부산지역의 레스토랑이용고객 228명을 대상으로 실시된 설문조사결과를 분석한 결과는 다음과 같다. 1) 레스토랑이용고객이 지각한 이용편리성과 이용유용성은 재방문의도에 유의한 영향을 미친다. 2) 레스토랑 이용고객이 지각한 이용편리성은 이용유용성에 유의한 영향을 미친다. 3) 레스토랑이용관련 시간요인과 이용경험은 이용편리성에 유의한 영향을 미친다. 4) 레스토랑이용고객이 지각한 실용성과 쾌락성은 이용유용성에 유의한 영향을 미친다.
This study aimed to examine the roles of perceived convenience and usefulness of restaurant customers’revisit intention. To achieve the purpose of this study, it reviewed the theoretical background about perceivedconvenience, perceived usefulness and revisit intention and conducted an empirical analysis of them. For theempirical analysis, a questionnaire was given to a total of 228 regular restaurant customers at Busan area. The results were as follows. 1) The regular restaurant customers’ perceived convenience and perceivedusefulness had a significant effect on their revisit intention. 2) The regular customers’ perceived conveniencehad an effect on their perceived usefulness. 3) Time elements and experience of visiting a restaurant had aneffect on the perceived convenience. 4) Utilitarian values and hedonic values had an effect on the perceivedusefulness.
This study aimed to examine the roles of perceived convenience and usefulness of restaurant customers’revisit intention. To achieve the purpose of this study, it reviewed the theoretical background about perceivedconvenience, perceived usefulness and revisit intention and conducted an empirical analysis of them. For theempirical analysis, a questionnaire was given to a total of 228 regular restaurant customers at Busan area. The results were as follows. 1) The regular restaurant customers’ perceived convenience and perceivedusefulness had a significant effect on their revisit intention. 2) The regular customers’ perceived conveniencehad an effect on their perceived usefulness. 3) Time elements and experience of visiting a restaurant had aneffect on the perceived convenience. 4) Utilitarian values and hedonic values had an effect on the perceivedusefulness.
