Determinants of Technology-Based Self-Service Acceptance

Abstract

The spread of the COVID-19 has amplified the use of non-face-to-face service due to the psychological risk of contact. As a result, non-face-to-face service is being presented in a new paradigm that will lead the post-corona era, and the importance of this will be further increased. In particular, the service industry, which had been face-to-face transaction, has made remarkable progress and is highly utilized in the restaurant industry. Therefore, the purpose of this study is to explore the factors that effects the acceptance intention of technology-based self-service of food and beverage store customers. In the survey, we conducted a questionnaire survey of customers who had used technology-based self-service at coffee shop. Hypothesis test was done using AMOS statistical programs. The results of this study have academic implications for investigating the antecedent variables to the acceptance intention of technology-based self-service in uncertain environments. In practice, it will contribute to decision-making and business strategy formulation for the post-corona era.KeywordsTBSS (Technology-based self-service)VAM (Value-based adoption Model)Perceived valueAttitudeAcceptance intention