A Study on the Effect of Customer Experience on the Intention to Continuously Use Coffee Store Mobile App Based on the Unified Theory of Acceptance and Use of Technology (UTAUT) Model

Due to the spread of COVID-19, the use of mobile applications is increasing in coffee shops as activities that have been conducted face-to-face are being carried out non-face-to-face. The purpose of this paper is to make strategic suggestions to positively improve the continuous use intention of coffee shop mobile applications by checking the effect of expanded integrated technology acceptance model and online review after using the mobile app on perceived value and user satisfaction. A non-face-to-face online survey was conducted on mobile application users of coffee shops from March 13 to April 10, 2021 to secure a total of 341 data, and statistical analysis used the PLS structural equation model. As a result, it is expected that the satisfaction with the use of coffee shop applications and the influence of online reviews in customer experience will recognize positive values, affect the intention to continue using them, and help in planning and marketing.