Abstract
This study aims to re-verify a user’s intention of use for the untact service environment based on SST(Self-Service Technology). Recently, switching service has trended that non-face-to-face. In the Republic of Korea, nowadays, SST has called the untact service. This statement is because consumers will want a new consumer environment that directly gets value. On This, offline are running omni-channels that carry out the untact service devices. We conducted a mixed-method study to achieve our research purpose. First, Seven variables(convenience, speed, complexity, switching cost, impersonality) were selected through in-depth interviews with those who experienced untact service. Second, We matched the variables selected in the SET(Social Exchange Theory) framework to build up a research model and conducted online survey. As a result, We identified that decreased fatigue, information accuracy, and complexity have significant effects. Thus, we hope for academic and practical contributions. Academically, the variables suitable for the stores untact service were explored. Practically, improvements can be proposed to service providers.
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