The Effect of Kiosk Characteristics of Fast Food Restaurants in Jeju on Continuous Use Intention: Empirical Value as a Moderating Variable

In line with the rapid expansion of kiosk use centered on non-face-to-face services in Jeju, this study attempted to identify the impact of kiosk characteristics on continuous use intention for fast food restaurant customers who are generalized in kiosk use in Jeju, and to examine the moderating effect of experiential value on kiosk characteristics and continuous use intention. Through this, we intend to contribute to the direction of kiosk development in Jeju that meets the needs of customers and the revitalization of kiosks in fast food restaurants in Jeju. As a result of the analysis, it was found that the convenience (.243), interest (.170), speed (.167), reliability (.154), and usefulness (.153) of the kiosk had a significant positive (+) effect on the intention to continue using, and the moderating effect of the empirical value increased the explanatory power (R²) from .643 to .683, and finally .692, indicating that the empirical value had a moderating effect on the relationship between the kiosk characteristics and the intention to continue using. Therefore, the kiosk characteristics of fast food restaurants in Jeju affect the customer's continuous use intention, empirical value plays a meaningful role as a control variable, and among the characteristics of fast food restaurants, only convenience, reliability, and speed affect continuous use intention is controlled by empirical value.