커피 브랜드 앱(App) 이용고객의 지각된 가치와 신뢰, 플로우, 지속이용의도 간의 관계 연구: 스타벅스 사이렌 오더를 중심으로

The purpose of this study was to investigate the relationship among customer`s perceived value, trust, flow, and continuous usage intention towards coffee branded mobile apps. Methods: A total of 300 responses from those who had experience using the Starbucks branded app were collected, of which 252 were used for analysis. Results: The findings were as follows. First, utilitarian value as an element of customer`s perceived values towards branded apps, had a positive influence on both branded app trust and flow. Hedonic values had a significant positive effect on flow. Second, branded app trust had a positive influence on flow experience. It was also found that branded app trust and flow had significant positive effects on continuous usage intention towards apps. Based on the findings above, limitations and future research directions are also discussed.