Recently, due to diversity of application and popularization of smart phones, shopping inconvenience using mobile devices is resolved, the market of mobile commerce is rapidly growing in Korea. With the rapid growth of the mobile commerce market, in the industry of various fields financial, media, and content, and are about to enter the mobile commerce market. According to the domestic trend, companies to enter the mobile commerce market is on the rise that using smart phone applications in restaurant industry. However, previous research of mobile commerce has been paying attention to the technical aspects of mobile commerce. In addition, restaurant mobile commerce is the lack of related research. So it is less competitive than other industries. This study examined between perceived quality of mobile commerce, users'' flow and purchase intention a causal relation. In addition, I examined the change in the relation between each variable along the hedonic shopping orientation.
In this study, to be limited to the surveyed by respondents who had used restaurant mobile commerce, to give a response that is based on actual experience. Data was collected through surveys of 336 consumer, of which 321 were considered valid and used in the final analysis. Based on the collected data, frequency analysis, reliability and factor analysis, multiple regression analysis, moderating regression analysis were analyzed by SPSS 18.0 for windows statistics program. In addition, using a Z-test in order to verify whether there is a difference in the regression coefficients of the high-hedonic group between low-hedonic group.
This study was motivated by a need to understand the of the constructs contributing to restaurant mobile commerce usage from perceived quality, user flow and purchase intention. As I hypothesised the results of this study indicate that information quality, system quality, user flow and purchase intention are important factors in the context of restaurant mobile commerce. First, information quality and system quality was found to have influence on user flow. Specifically information quality was strongest influence on flow. Second, information quality, system quality and user flow was found to have influence on purchase intention. Specifically user flow was strongest influence on purchase intention. These finding are in line with prior research on consumer behavior. Third, this study results show that at each level of hedonic shopping orientation, path between perceived quality of restaurant mobile commerce and user purchase intention is significant, indicating that the level of hedonic shopping orientation does moderate the relationship between perceived quality of restaurant mobile commerce and user purchase intention. Indeed, for high-hedonic group, information quality was stronger influence on user purchase intention(compared to low-hedonic group). In contrast, for low-hedonic group, system quality was stronger influence on user purchase intention(compared to high-hedonic group).