기술기반 셀프서비스의 어떤 특징이 소비자의 사용태도에 영향을 미치는가?

초록

This study examines what underlying factors in TBSS(Technology-Based Self-Service) would influence on the consumer's attitude and usage intention of the service. Out of all TBSSs out there, the automatic movie ticket dispenser was chosen so that it can easily be compared with that of manual operation, the ticket counter. Total of 241 valid study samples with previous experience on the usage of the machine were surveyed. The demographic composition of the sample population between men and women was about the equal in size, ages between 10~30s. Ten variables with 43 attributes were tested with 17hypotheses. The results indicated that the convenience, thriftiness, and self-efficacy were positively related to the positive attitude on the usage of TBSS. The thriftiness and playfulness are positively related to the positive attitude on the usage of TBSS, especially on the group whose level of new technology readiness is low. This implies such dimensions as time savings, speed, and user experience should carefully be considered when managing TBSS. The findings of the study also signified that most of today's users tend not to conceive convenience and usefulness as competitive part of the new technology. They are taken as natural part of the newly introduced system for granted.

키워드