사용자의 기술준비도가 기업의 셀프서비스기술 정책에 대한 공정성 인식에 미치는 영향 : 그림자 노동의 관점에서

Abstract

Nowadays self-service technologies (SSTs) are growing popular giving advantages to firms, but some customers feel unfairness toward firms’ policy. From perspective of shadow work, customers could perceive that using SSTs is in line with doing extra tasks, that is transferred from service employees. In this respect, this study aimed to explore the factors which forms customers’ perception of shadow work (forced use and difficulty of use) while using kiosks, and whether it may influence perception of fairness. We also integrate technology readiness index, to examine whether customers’ shadow work perception is influenced by their technology readiness. Additionally, we tested the moderating effect of habit on perception of fairness, expecting that habit may mitigate the negative effect of shadow work perception toward fairness perception. The result showed that customers’ technology readiness partially influence the perception of shadow work and it affect perception of unfairness. It was also verified that habit mitigate the negative effect of forced use on unfairness perception, but no significant effect was found on relation between difficulty of use and unfairness perception.