Abstract
As the competition among businesses intensifies and customer needs become increasingly diverse and complex, the need for personalized service has emerged. This study examines the effect of technology-based self-service (TBSS) characteristics of a Taekwondo academy on perceived value and intention to use continuously. The study sample consisted of masters managing a Taekwondo academy who had prior experience with TBSS. A total of 188 responses were collected using an online questionnaire. The collected data were analyzed using SPSS 23.0 and AMOS 23.0. The results demonstrated the following: first, among the sub-factors of TBSS characteristics, reliability, usefulness, and enjoyment were found to affect the perceived value positively; second, among the sub-factors of TBSS characteristics, usefulness and ease of use positively affected the intention to use continuously; and finally, the perceived value was found to affect the intention to use continuously positively. This study provides practical implications for more efficient use of the TBSS provided by a Taekwondo academy by discovering the relationship between the TBSS configuration of the Taekwondo academy, perceived value, and intention to use continuously.
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