A Study on Moderating Effect of Perceived Ease of Use in Influence Relationship Between Live Commerce Selection Attributes in Food Service Industry on Perceived Usefulness, and Intention for Continuous Use

Objective : This study proved that live commerce in the food service industry produces results through selection. Methods : This study conducted a survey using an online questionnaire from July 1 to July 30, 2024, with a total sample of 274. Then, this study conducted an empirical analysis using the SPSS statistical program. Results : The analysis results are as follows:First, the food service industry live commerce selection attributes were found to have a significant impact on perceived usefulness. Second, perceived usefulness significantly affected intention for continuous use. Third, perceived ease of use had a moderating effect in the relationship between perceived usefulness and intention for continuous use. Implications : Based on these results, this study proposed a differentiated system operation plan to secure an advantage in competition with offline and other online media.