기술준비수용모형을 활용한 관리회계시스템 수용의도에 관한 연구

이정은 대한경영학회 2024 大韓經營學會誌 Vol.37 No.1

As the fourth industrial revolution progresses, advanced technologies such as big data, cloud computing, and artificial intelligence are rapidly developing, and their impact on the field of accounting is increasingly significant. Management accounting, unlike financial accounting or audit accounting, places more emphasis on information predicting the future rather than analyzing past data. This is important for responding to rapid changes in competitive strategies due to globalization and technological uncertainty. As the era of the Fourth Industrial Revolution progresses, with increasing uncertainty and volatility, the importance of predictive analysis and big data management in management accounting is being emphasized. Accounting professionals need to focus beyond financial accounting, towards management analysis and decision-making processes, by concentrating on effectively integrating key technologies of the Fourth Industrial Revolution. This implies that management accounting is moving beyond merely processing past data to providing deep insights into the costs associated with future changes. Management accounting plays an essential role in enabling businesses to efficiently respond to rapidly changing market environments and make critical decisions. This situation necessitates a thorough analysis of how these technological advancements are being utilized in management accounting, and how these changes are influencing the attitudes and acceptance intentions of accounting professionals. Therefore, this study aims to identify the key factors that influence the adoption of new technologies among experts with experience in using management accounting systems. For this purpose, the study empirically analyzes the impact of the Technology Readiness Index on the intention to adopt through the Integrated Technology Readiness and Acceptance Model. The findings indicate that optimism and innovativeness positively affect perceived usefulness, and that such perceptions of usefulness and ease have a significant impact on users' attitudes and acceptance intentions. On the contrary, discomfort and insecurity do not significantly impact perceived usefulness. Moreover, while optimism has a significant effect on perceived ease of use, innovativeness and insecurity do not show a significant impact. This research provides critical insights for technology adoption studies in the field of management accounting. It underscores that a positive and innovative attitude towards technology promotes its acceptance, whereas discomfort and insecurity among users do not significantly hinder this process. These outcomes provide vital insights for the implementation and use of management accounting systems. Additionally, future research on technology acceptance should delve deeper into the complex interactions between the Technology Readiness Index and the Integrated Technology Readiness and Acceptance Model, as well as investigate the effects of users' psychological behaviors, attitudes, and the influence of negative factors, to further develop management accounting systems and enhance user experiences. 4차 산업혁명의 진전과 함께 빅데이터, 클라우드 컴퓨팅, 인공지능과 같은 첨단기술들이 빠르게 발전하고 있으며, 이러한 기술들이 회계 분야에 미치는 영향이 점점 증가하고 있는 현 상황에서 수행되었다. 특히, 관리회계 분야에서이러한 기술적 진보가 어떻게 활용되고 있는지, 그리고 이러한 변화가 회계 전문가들의 태도와 수용의도에 어떤 영향을미치는지에 대한 심층적인 분석이 필요하다. 따라서 본 연구에서는 관리회계시스템의 사용 경험이 있는 전문가를 대상으로 신기술 수용에 영향을 미치는 주요변수들을 파악하고, 이를 위해 기술준비도가 기술수용모형을 통하여 수용의도에 미치는 영향을 실증적으로 분석한다. 연구 결과, 낙관성과 혁신성은 인지된 유용성에 긍정적 영향을 미치며, 이러한 인지된 유용성과 용이성은 사용자의태도와 수용의도에 직접적으로 영향을 미친다는 것이 확인되었다. 반면, 불편감과 불안감은 인지된 유용성에 유의한영향을 미치지 않는 것으로 나타났다. 또한 낙관성은 인지된 용이성에 유의한 영향을 미쳤으나, 혁신성과 불안감은유의한 영향을 미치지 않았다. 본 연구는 관리회계 분야에서 기술의 수용과 관련된 연구에 중요한 시사점을 제공한다. 기술에 대한 낙관적이고혁신적인 태도가 기술수용을 촉진하는 반면, 사용자의 불편감과 불안감은 기술수용에 큰 영향을 미치지 않는다는 것이밝혀졌다. 이러한 결과는 관리회계 시스템의 도입과 사용에 있어 중요한 인사이트를 제공한다. 또한 기술수용에 관한 향후 연구과제로는 기술준비도와 기술수용모델 간의 복잡한 상호작용에 대한 더 깊은 이해와사용자의 심리적 행동과 태도의 영향, 부정적 요소의 영향력 분석 등을 통해 관리회계시스템의 개선 및 사용자 경험을발전시킬 수 있는 방안을 모색해야 할 것이다.

패션 T-commerce 구매의도의 영향요인에 관한 연구: 확장 기술수용모형(TAM)을 중심으로

이승희 ( Seung Hee Lee ),이은옥 ( Un Ok Lee ),우종필 ( Jong Pil Yu ) 한국소비자학회 2011 소비자학연구 Vol.22 No.1

본 연구는 기술수용모형(TAM)을 토대로 패션제품 T-Commerce에 영향을 미치는 요인을 규명하고자 하였다. 이를 위해 기존의 TAM 모형에서 중요하게 사용되었던 선행변인 (자기효능감, 기술혁신성, 즐거움) 이외에도 패션제품의 특성상 유행관여라는 새로운 변수를 TAM 모형에 하여 확장된 TAM 모형이 패션제품 T-Commerce의 구매의도에 어떤 영향을 미치는지 검증하고자 하였다. 제시한 연구모형은 구조방정식모델을 통하여 분석 되었다. 분석결과 자기효능감은 지각된 용이성에 영향을 미치는 것으로 나타났으며, 기술혁신성은 즐거움에 영향을 미치는 것으로 나타났다. 유행관여는 모든 변수에 영향을 미치는 것으로 나타났으며, 지각된 사용용이성은 유용성과 즐거움에 영향을 미치고, 지각된 유용성, 사용용이성, 즐거움 모두 구매의도에 영향을 미치는 것으로 나타났다. 수정 된 연구모형에서도 유행관여가 구매의도에 직접 영향을 미치는 것으로 나타나 유행관여가 T-commerce에 매우 주요한 변인임을 밝혀주었다. 본 연구결과를 토대로 패션 T-Commerce 구매의도의 예측변인들을 밝히고, 구매의도를 높일 수 있는 활용방안을 모색함으로써 향후 패션 T-Commerce 리테일러들에게 T-Commerce기획 및 마케팅전략 에 도움이 되는 실무적인 시사점을 제시하고자 한다. Due to rapid advances in digital technologies, with the development of interactive television, televisions can be transformed into an e-commerce medium into T-commerce. T-commerce is expected to change consumers` shopping styles as a new shopping channel, more specifically on fashion shopping channel. Thus, it is necessary to understand what kinds of variables would affect on consumers` attitudes or purchasing intention toward fashion T-commerce. Therefore, the purpose of this study was to examine antecedents of purchase intention toward fashion T-Commerce based on Technology Acceptance Model (TAM). Also this study attempted to provide a theoretical framework for expanding TAM model for fashion TCommerce based on previous studies which tested on self-efficacy, technology innovation`, ``joyfulness``. In addition, this study added ``fashion involvement`` as a new variable based on Technology Acceptance Model for testing if the fashion involvement variable would be impact on ``perceived usefulness``, ``perceived ease of use``, and ``perceived joyfulness`` significantly. Based on literature review, a research model was proposed with five hypotheses for this study as follows: H1) Self-efficacy is positively related to perceived usefulness, perceived ease of use, and perceived joyfulness in T-commerce. H2) Technology innovation is positively related to perceived usefulness, perceived ease of use, and perceived joyfulness in T-commerce. H3) Fashion involvement is positively related to perceived usefulness, perceived ease of use, and perceived joyfulness in T-commerce. H4) Perceived ease of use is positively related to perceived usefulness, and perceived joyfulness in T-commerce. H5) Perceived usefulness, perceived ease of use, and perceived joyfulness is positively related to consumers` purchase intention toward T-commerce. Two hundreds thirty-seven female participants in age group of 20s - 30s participated in this study. For data analysis, SPSS 12.0 and Structure Equation Modeling (SEM) was used to test the research model and all hypotheses. For this study, stimuli for showing the process of T-commerce shopping were manipulated. Through pre-test, the questionnaires were distributed to respondents. To ensure data validity and reliability, internal consistent validity and discriminate validity were examined. evidence demonstrated satisfactory data for validity and reliability. Also the structural model presented showed adequate overall goodness-of-fit with observed data (χ2=25.25, d.f.=3, p<0.001; GFI=0.972, AGFI=0.737, CFI=0.960, RMR=0.054, NFI=.957). The results are as follows: First, ``self-efficacy`` was positively related to ``perceived ease``, but not ``perceived usefulness`` or ``perceived joyfulness``. Second, ``technology innovation`` was positively related to ``perceived joyfulness``, but not ``perceived usefulness`` or ``perceived ease of use``. Third, ``fashion involvement`` was positively related to all three variables -- ``perceived usefulness``, ``perceived ease of use``, and ``perceived joyfulness``. Forth, ``perceived ease of use`` was positively related to ``perceived usefulness`` and ``perceived joyfulness``. Fifth, ``perceived usefulness``, ``perceived ease of use`` and ``perceived joyfulness`` were positively related to consumers`` ``purchase intention`` toward T-commerce. Finally, based on the revised research model, fashion involvement was positively related to consumers` purchase intention toward T-commerce directly. Based on these results, the proposed model showed that it can be adapted for measuring consumers` purchasing intentions toward fashion using t-commerce with the propositions of Technology Acceptance Model. Perceived usefulness, perceived ease of use, perceived joyfulness and fashion involvement affected consumers` purchase intention toward fashion t-commerce. Especially, when fashion involvement was added to Technology Acceptance Model as a determinant variable, it significantly affected all of the perceived variables such as usefulness, ease of use, and joyfulness as well as purchasing intention toward T-commerce. The results of this study would provide T-commerce retailers or T-commerce marketers with fashion marketing strategies about fashion T-commerce. There were some limitation from this study. For further study, more variety of respondents in different ages or different living areas need to be examined. Also, longitudinal examination of variables which influence consumers` purchase intention using T-commerce is an research area for being examined.

스마트 팜 기술수용에 영향을 미치는 요인 - 신뢰성의 매개효과 및 IT 수준의 조절효과를 중심으로 -

강덕봉 ( Kang Duck-boung ),정병규 ( Chung Byoung-gyu ),허철무 ( Heo Chul-moo ) 한국유기농업학회 2020 韓國有機農業學會誌 Vol.28 No.3

This study was conducted to analyze factors affecting acceptance of smart farm technology. Smart farm technology is rapidly being introduced to agriculture in accordance with the progress of the 4th Industrial Revolution, but research on this is still little. Therefore, in this study, based on the unified theory of acceptance and use of technology (UTAUT), a research model reflecting the characteristics of smart farm technology was constructed. To test this, empirical analysis was performed. A survey was conducted for students in smart farm technology education and adult male and female farmers who are currently planning to operate smart farms. Valid 204 sample were used for analysis. The hypothesis test was based on multiple regression analysis using SPSS 24 statistical package. For the mediating effect and moderating effect, Process Macro 3.4 based on the regression equation was used. The results of testing the hypothesis are as follows. First, in the causal hypothesis test, it was shown that performance expectancy, social influence and price value have a significant positive effect on the intention to use smart farm technology. On the other hand, effort expectancy, facilitating conditions were not tested for a significant influence on the use of smart farm technology. As a result of analyzing the mediating effect of trust, it was found that trust plays a mediating role between performance expectancy, effort expectancy, social influence, facilitating conditions, price value and intention to use smart farm technology. In particular, the effort expectancy has not been tested for a direct significant effect on intention to use smart farm technology, but it has been shown to have an impact through trust. Trust was found to be a full mediating between the effort expectancy and the intention to use the smart farm technology. The current IT level of prospective users has been shown to play a moderating role between performance expectancy, facilitating conditions and intention to use smart farm technology. In particular, the IT level was found to strengthen the relationship between performance expectancy and intention to use smart farm technology. Based on the results of these studies, academic and practical implications were suggested.

드론 수용 연구

이진수(Jin Su Lee),김세범(Sae Bum Kim),허은주(Eun Ju Heo),변충규(Chung Gyu Byun) 인문사회과학기술융합학회 2018 예술인문사회융합멀티미디어논문지 Vol.8 No.10

드론 기술은 최근 민간으로 빠르게 전파되고 있으며, 이러한 산업성장과 더불어 관련 연구도 다양하게 진행되고 있다. 그러나 선행연구는 기술개발과 산업동향 연구가 대다수이고 소비자 수용의도를 확인하는 연구는 부족한 실정이다. 기술수용초기 단계에 수용요인과 수용의도 연구는 마케팅 전략 수립에 기초적 자료로 제공된다. 본 연구는 기술수용모델을 활용한 선행연구들을 분석하여 드론 수용의도를 연구하고자 하였다. 기술수용모델의 외부요인을 수용자 경험, 인지된 비용, 수용자 혁신성으로 구성하고 각 요인에 대한 인지된 유용성, 인지된 용이성, 수용의도 간의 관계를 검정하였다. 검정결과 수용자 경험과 혁신성이 인지된 용이성, 인지된 유용성, 수용의도에 유의한 영향을 주었고 인지된 비용은 인지된 용이성에게만 유의한 영향을 미치는 것을 확인 하였다. 이와 같은 연구 결과를 통해 수용자 경험과 수용자 혁신성은 수용의도에 직접적, 간접적으로 영향을 미치는 것으로 판단되며 드론수용에 중요한 요인임을 확인 할 수 있었다 Drone technology has recently been spreading rapidly to the private sector, and various studies have been carried out in conjunction with such industrial growth. However, there are many researches on technology development and industrial trends, and there is insufficient research to confirm consumer acceptance intention. Acceptance factor and acceptance intention at the initial stage of technology acceptance are provided as basic data for establishing marketing strategy. The purpose of this study was to analyze the prior research using the technology acceptance model to study the acceptance of drones. The external factors of the technology acceptance model are composed of the audience experience, the perceived cost, and the innovativeness of the audience, and the relationship between perceived usefulness, perceived ease of use, and acceptance intention is examined. The results showed that the audience experience and innovativeness had significant effects on perceived ease, perceived usefulness, and acceptance intention, and perceived cost had significant influence only on perceived ease. The results of this study showed that the experience of the audience and the innovativeness of the audience are directly and indirectly influenced on the acceptance intention and are important factors in the acceptance of the drone.

통합기술수용이론(UTAUT)을 기반으로 기업정보보호시스템의 특성요인이 사용자 기술수용의도에 미치는 영향 분석 - 반도체 제조 구성원의 혁신저항 조절효과를 중심으로 –

전우광,손승우 한국반도체디스플레이기술학회 2024 반도체디스플레이기술학회지 Vol.23 No.1

The purpose of this study is to identify the factors that impact the user’s intention to accept technology when Introducing new information security systems for the workers of a semiconductor company. The findings of this study were as follows. First, the factors of a company's information security systems, namely reliability, expertise, availability, security, and economic efficiency, all significantly and positively impacted performance expectations. Second, the performance expectation of introducing information security systems for a company significantly and positively impacted the intention to accept technology. Third, the social impact of introducing information security systems for a company had a significant and positive impact on technology acceptance intention. Fourth, the facilitating conditions for introducing a company's information security systems significantly and positively impacted technology acceptance intention. Fifth, as for the moderating effect of innovation resistance, the moderating effect was significant in the paths of [performance expectation -> technology acceptance intention], [social impact -> technology acceptance intention], and [facilitating conditions -> technology acceptance intention]. The implication of this study is that the factors to be considered when introducing information security systems were provided to companies that are the actors of their proliferation, providing the base data to lay the foundation for introducing security technologies and their proliferation.

통합기술수용이론 관점에서 블록체인기술의 사용자 수용과 이용 행동에 관한 연구

김병곤(Byung-Gon Kim),이병길(Byeong-Gil Lee),윤일기(Il-Ki Yoon) 한국데이타베이스학회 2020 Journal of information technology applications & m Vol.27 No.3

Recently, following the development of FinTech technology that combines finance and information and communication technology, the need and social demands for a block chain technology-based trading system have increased significantly. In this study, a research model was developed and hypothesized through literature research on the concept of block chain technology, the technology acceptance model, and the unified theory of acceptance and use of technology. The research theories were tested by collecting data through surveys and analyzing the collected data. This study conducted empirical research to identify the factors influencing the user acceptance intention and utilization behavior of the block chain technology in introducing the block chain technology. First, factors affecting the acceptance intention of the blockchain user were performance expectation, effort expectation, social impact, and blockchain transparency variables. Second, the facilitation conditions and stakeholder confidence variables were analyzed as factors that did not affect the acceptability of the blockchain users. Third, variables such as blockchain transparency, stakeholder trust and intention of acceptance are factors that affect the usage behavior of the blockchain. Fourth, it was confirmed that the acceptance intention had a very high explanatory power on usage behavior of Blockchain technology.

중소기업의 블록체인 기술 수용에 관한 실증분석 -TOE의 조절효과를 중심으로-

이혜진,원성권 국제e-비즈니스학회 2023 e-비즈니스 연구 Vol.24 No.4

Research Purpose: For SMEs, utilization of blockchain technology is more effective, but more than 80% is not considering adoptions due to technology, uncertainty in performance creation, and government regulations. Therefore, This study examines factors affecting the acceptance of blockchain technology by SMEs and TOE (Technology, Organization, Environment) frame adjustment. Research Methods: For the purpose of the study, the survey was conducted on 150 workers in IT and manufacturing industries among domestic SMEs, and Data were obtained to determine the effect of blockchain technology acceptance factors such as diversity, economic feasibility, scalability, sharing, and efficiency on acceptance intention and modulating effects of the TOE frame. Results in Research: As a result of the analysis, scalability and efficiency were significant in the influence of acceptance intentions of blockchain technology by SMEs, and as a result of the analysis of adjusting effect of the TOE frame, efficiency had a moderating effect on the acceptance intention. Research Conclusion: Therefore, this study suggested customized blockchain technology by prioritizing economic feasibility at the technical level and efficiency that can minimize intermediary costs when using blockchain technology for SME`s in the future, and in transaction efficiency such as reduction of intermediaries and parallel structure method, it was suggested that if the efficiency function is built and strengthened by fully considering the technical, organizational, and environmental characteristics of SMEs, it can contribute to increasing the acceptance intention of blockchain technology by SMEs. 중소기업에 있어 블록체인 기술 활용은 더욱 효과성이 크나, 기술력, 성과 창출 불확실성, 정부 규제 등에따라 80% 이상 도입을 고려하지 않는바, 본 연구는 중소기업 블록체인 기술 수용 의도에 미치는 영향요인과TOE(Technology, Organization, Environment) 프레임의 조절효과를 분석하고자 하였다. 연구목적을 위해, 국내 중소기업 중 IT, 제조업에서 근무하는 근로자 150명 대상으로 설문을 진행, 데이터를확보하여 블록체인 기술 수용요인인 다양성, 경제성, 확장성, 공유성, 효율성이 수용의도에 미치는 영향 및TOE 프레임의 조절효과를 분석하였다. 분석 결과, 중소기업 블록체인 기술 수용요인이 수용의도에 미치는 영향에 있어선, 확장성, 효율성이 유의했고, TOE 프레임 조절효과 분석 결과, 효율성이 수용의도에 미치는 영향에서 조절효과를 가졌다. 이에 본 연구는 차후 중소기업이 블록체인 기술을 활용함에 있어 기술적 차원의 경제성 및 중개자 비용최소화가 가능한 효율성 차원에 우선순위를 두어 맞춤화된 블록체인 기술을 제공하고, 중개기관 감소, 병렬구조 방식 등 거래 효율성 기능에 있어 중소기업의 기술적, 조직적, 환경적 특성을 충분히 고려하여 효율성기능을 구축, 강화한다면 중소기업의 블록체인 기술 수용의도 증대에 기여할 수 있음을 제시하였다.

기술기반 셀프서비스(TBSS)에 대한 외식소비자의 이용태도 및 이용의도 분석: 기술준비수용모형(TRAM모형)을 중심으로

김규미,김남조 (사)한국관광레저학회 2019 관광레저연구 Vol.31 No.3

The purpose of this study is as follows. This study investigated variations in consumers’ technology-based self-service usage attitude and usage intentions throughout TRAM model. In the theoretical review, definitions of major concepts were suggested, and a research hypothesis was established to verify the influential relations between the related variables. The survey of consumers experiencing technology-based self-service was conducted in this study and only 326 validated questionnaires were used in the analysis. The results of analysis of the collected data are as follows. First, it was shown that TRI (optimism, innovativeness, insecurity, discomfort) had significant effect on perceived usefulness. Second, TRI (optimism, insecurity, discomfort) was influencing perceived ease of use, while innovativeness did not affect. Third, it was found that perceived ease of use had significant effects on perceived usefulness, usage attitude and usage intention. Fourth, perceived usefulness had an impact on usage attitude and usage attitude was influencing usage intention. Finally, differences in demographic characteristics revealed statistically significant differences according to gender, age, and the number of technology-based self-service devices used in the last three months. Based upon these results, this study suggested strategies and countermeasures to promote the use of technology-based self-service by analyzing the tendencies of eating out consumers, and discussed theoretical and practical implications.

기술수용모델 의 확장을 통한 모바일 관광 앱의 사용의도에 관한 연구

이성준,Dai Jing 한국유통과학회 2015 유통과학연구 Vol.13 No.10

Purpose – Following the speedy development of the smart phone industry, tourism companies started to increase their brand recognition and sales volume by adopting mobile applications. However, applications for tourism industries are still insignificant. This study tries to analyze empirical evidence from Korean and Chinese consumers who have used mobile tour applications. By using an expansion of the technology acceptance model (TAM), this study will find what factors have effects on user intention for mobile tour applications. The findings will be helpful for the development of mobile tour applications and the tourism industries. Research design, data, and methodology – This study uses the TAM, which was presented by Davis in 1989. This study uses consumer acceptance level, consumer choice attitude, and use intention as the basic variables to fit to the TAM, and adopts choice content quality, brand value, and usage motivation as additional variables to analyze. This study has developed several hypotheses and collected data from 620 users who used mobile applications for tourism during April 1 to April 30, 2015. A total of 612 valid questionnaires were collected and used in the data analysis. The data was analyzed with structural equation modeling using SPSS Win/pc and Amos 22.0. Results – The findings can be summarized as follows: First, the content quality affects the consumer acceptance degree and choice attitude. Second, the brand value has a directly positive effect on the consumer acceptance degree and choice attitude. It is clear that the content quality and brand value play im-portant roles in raising consumer acceptance and choice attitude. Third, usage motivation has no effect on the consumer acceptance degree and choice attitude. Fourth, the acceptance degree does not have any effect on the consumer choice attitude. Fifth, the acceptance degree affects the use intention. Last, the consumer choice attitude affects the use intentions. This indicates that consumer acceptance and choice attitude must both be achieved to induce use intention among consumers. Finally, the effects of the mobile tour application content quality and brand value on consumer acceptance degree and choice attitude were confirmed. Additionally, the effects of the consumer acceptance degree and choice attitude on use intentions were analyzed. Conclusion – It is not meaningful for tourism marketing to launch tour applications in the mobile market without understanding tourism consumer characteristics. When developing mobile tour applications, companies should focus on the characters of consumer choice attitudes as high quality, high brand value, usefulness, and ease of mobile tour applications. This study has limitations in that it did not consider negative factors such as perceived risks or analyze whether there are differences between Korean and Chinese consumers. In the future, we will consider equipping the same mobile tour applications commonly used by both Korean and Chinese consumers, and then examine negative factors as well as the differences in mobile tour applications between Korean and Chinese consumers.

호텔 기술기반 셀프서비스(TBSS)에 대한 고객의 기술준비도 및 사용의도에 관한 연구

이수희 한국호텔리조트학회 2020 호텔리조트연구 Vol.19 No.2

The purpose of the study was to analyze the effects of customers’ technology readiness on intention to use about technology based self service in hotel industry. In total, 306 validated questionnaires were analyzed by customers who experience technology-based self-service of hotels such as hotel websites, mobile applications, hotel check in/check out kiosks, keyless programs, IOT services, and AI services. These results are based on research, and the outcomes are as follows: First, it was shown that among Technology Readiness Factors, optimism, innovativeness, and discomfort had significant effect on customers' perceived usefulness. Discomfort is the most significant factor in perceived usefulness when customers use self services in hotels. Secondly, optimism, discomfort, and insecurity had significant effect on customers' perceived ease of use. Among them, customers’ optimistic attitude makes customers much easier to use self services technologies. Third, perceived ease of use had significant effect on perceived usefulness. Also, when perceived ease of use and perceived usefulness were positively related to customers’ intention to use. Based on these results, this study suggested strategies to introduce and utilize various kinds of self services in hotel industry. Discomfort is the most significant factor in perceived usefulness when customers use self services in hotels. Secondly, optimism, discomfort, and insecurity had significant effect on customers' perceived ease of use. Among them, customers’ optimistic attitude makes customers much easier to use self services technologies. Third, perceived ease of use had significant effect on perceived usefulness. Also, when perceived ease of use and perceived usefulness were positively related to customers’ intention to use. Based on these results, this study suggested strategies to introduce and utilize various kinds of self services in hotel industry. The purpose of the study was to analyze the effects of customers’ technology readiness on intention to use about technology based self service in hotel industry. In total, 306 validated questionnaires were analyzed by customers who experience technology-based self-service of hotels such as hotel websites, mobile applications, hotel check in/check out kiosks, keyless programs, IOT services, and AI services. These results are based on research, and the outcomes are as follows: First, it was shown that among Technology Readiness Factors, optimism, innovativeness, and discomfort had significant effect on customers' perceived usefulness. Discomfort is the most significant factor in perceived usefulness when customers use self services in hotels. Secondly, optimism, discomfort, and insecurity had significant effect on customers' perceived ease of use. Among them, customers’ optimistic attitude makes customers much easier to use self services technologies. Third, perceived ease of use had significant effect on perceived usefulness. Also, when perceived ease of use and perceived usefulness were positively related to customers’ intention to use. Based on these results, this study suggested strategies to introduce and utilize various kinds of self services in hotel industry.