Abstract
The purpose of this study is to consider and verify familiarity as variables to be deduced to play an important moderating role in a relationship with the effect between untact service characteristics and acceptance intention in the situation where the untact service of hotel is introduced in earnest. For samples of collecting the survey data, this study was to set only for customers who used 5 four-star hotels or higher located in Seoul and 5 four-star hotels or higher located in Gwangju, Chunnam and Chunbuk areas that operated the untact service. From April 16 to May 7, 2022, 255 copies of the questionnaires distributed were utilized for analysis data. From the result of this research above, it may be summed up as follows. First, this study has found out that the untact service characteristics had positive effect on the acceptance intention. Second, this study has shown that the acceptance intention had positive effect on the relationship continuity intention. Third, the familiarity had significant moderating effects on the relationship between untact service characteristics of hotel and acceptance intention.
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