The Effect of the Perceived Interactivity on Perceived Traits, Trust, and Continuous Usage Intention : Focused on Delivery Application Users

초록

This study examined the structural relationships among perceived interactivity, perceived ease of use and usefulness as perceived traits, trust, and continuous usage intention, with a view to suggest an efficient management strategy for activation of usage of delivery applications related to food service. Based on 310 samples distributed to the people who had an experience with delivery applications, the hypotheses were examined and the results were as follows. First, perceived interactivity of users had a positive effect on perceived ease of use and perceived usefulness. Second, perceived interactivity and perceived ease of use had a positive effect on trust. Third, perceived usefulness and trust had a positive effect on continuous usage intention. The results suggest there is a need to pay attention to perceived interactivity as the key factor in increasing continuous usage intention and establishing active strategy for attaining continuous usage intention.

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