The impact of smart order features in franchise coffee shops on perceived value and continuous use intention: The moderating effect of innovation propensity

This research investigates the influence of smart ordering characteristics in franchised coffee shops on perceived value and the intention to continue using the service. These characteristics are categorized into two value dimensions: perceived benefits (including ubiquitous connectivity, controllability, economic advantages, and personalization) and perceived sacrifices (comprising post-benefit aspects and annoyances). The study also explores the moderating role of innovation propensity in this context. The findings of this study indicate that the perceived benefits of smart order attributes, namely ubiquitous connectivity, controllability, economic advantages, and personalization, as well as the perceived sacrifices related to post-benefit aspects and annoyances, significantly impact perceived value. Perceived value, in turn, significantly influences the intention to continue using smart ordering services. Furthermore, the study confirms that the impact of controllability, personalization, post-benefit aspects, and annoyances on perceived value is contingent upon the level of innovation propensity among smart order users. Therefore, it is recommended that franchise coffee shops tailor their smart order services to align with the innovation propensity levels of their users while taking into account users' perceived value in the formulation of marketing strategies. The results of this study provide valuable insights into understanding the variations in perceived value and the intention to continue using smart ordering services based on users' innovation propensity. This, in turn, is expected to contribute to the development of customized smart order services that cater to users' innovation propensity levels, address diverse user needs, and facilitate the planning of service design and marketing strategies aimed at enhancing user satisfaction and fostering continued usage.