Analysis of Factors Influencing the Continuous Intention to Use Food-Tech Restaurant Services: A Technology Familiarity-Based Binary Logistic Regression Approach

This study explores factors affecting the continuous intention to usefood-tech restaurant services, focusing on differences by technology familiarity. Anonline survey of 293 adults in the Seoul metropolitan area with recent usageexperience was conducted. Given the binary dependent variable, a binary logistic regression model was applied. Results show that perceived sustainability and easeof use significantly influence continuous intention. In the high familiarity group, easeof use was more influential, while in the low familiarity group, sustainabilityperception was more critical. These findings suggest that service providers shouldemphasize efficiency for high-familiarity consumers and eco-friendliness forlow-familiarity consumers. Governments and local authorities are advised to promotetechnology adoption and support sustainable restaurant service environments.