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동반 소비자의 유무에 따른 대기시간 지각과 기술 불안감의 상호작용이 무인 주문 결제기기 사용 의도에 미치는 영향
류혜진(HyeJin Ryu),구동모(DongMo Koo),배준희(Joonheui Bae) 한국인터넷전자상거래학회 2020 인터넷전자상거래연구 Vol.20 No.1
Kiosk is a self-service technology that enables customers to select and purchase products themselves without encountering service providers, providing convenience to consumers, and reducing labor costs for businesses. However, there are few studies on the consumer experience in the service situation where Kiosk is provided for consumers. Therefore, this study examines the effect of the interaction between perceived waiting time and technology anxiety on the intention to use Kiosk and the impact of the co-consumers who moderates this relationship, and then, investigates the effect of perceived control that mediates this relationship. An experimental study has been conducted to test the hypotheses. As a result, technology anxiety moderated the effect of perceived waiting time on the intention to use Kiosk. In addition, this relationship was found to be moderated according to the presence or absence of co-consumers, and the moderated moderation effect was significantly mediated by perceived control. The results of this study provide marketing practitioners with how technology anxiety can be reduced their negative effect on consumers when using Kiosk, that is, how users can enhance perceived control.