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기술기반 셀프서비스 사용태도 및 사용의도에 대한 기술준비도, 사용자 특성, 상황적 요인의 조절효과
맹범기(Meng, Fanqi),박경수(Park, Kyung Soo),오승원(Oh, Seung Won) 한국서비스경영학회 2017 서비스경영학회지 Vol.18 No.3
The rapid growth of Technology-Based Self-Service today is increasingly questioning the acceptance of these types of services by all kinds of users under different situational contexts. This study examined the causal relationship between effects of perceived performance, perceived ease of use, and enjoyment on the formation factors of attitude to TBSS, the usage attitude to TBSS, and the usage intention to TBSS. In addition, we investigated whether the technological readiness index, user traits, and situational factors as moderating variable have a moderating effect on the causal relationship between the formation factors of attitude to TBSS and the usage attitude to TBSS. As a component of the moderating variable, optimism was one for Technology Readiness Index. Self-efficacy, self-consciousness, novelty seeking, and need for interaction were the User Traits. Finally, Situational Factors included perceived waiting time and perceived crowding. As a result of the analysis, causal relationships was found to have a significant effect, and the moderating effect was different for each factor. This study suggests implications and directions for TBSS service providers.
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