셀프 서비스 채널이 제공하는 관계혜택이 고객의 행동의도에 미치는 영향 - 인지된 유용성과 인지된 사용용이성의 매개효과를 중심으로 -

This study explored whether relational benefits affect customer’s behavioral intention even in self-service channels, confirmed that perceived usefulness and perceived ease of use toward self-service technology impact on customer’s behavioral intention, and analyzed whether perceived usefulness and perceived ease of use play a mediating role in the relationship between relational benefits and behavioral intention. The results showed that customization benefits, confidence benefits, and economic benefits had positive effects on behavioral intentions. Relative impacts were economic benefits, confidence benefits, and customization benefits in that order. The perceived usefulness of the technology acceptance model had a positive impact on behavioral intentions and the perceived ease of use was found to be fully mediated by perceived usefulness. In the relationship between relational benefits and perceived usefulness and behavioral intention, social benefits, confidence benefits, and economic benefits had a positive impact on perceived usefulness and the relational benefits appeared to be mediated by perceived usefulness into behavioral intention. In the relationship between the relational benefits and perceived ease of use and behavioral intentions, confidence and economic benefits had a positive impact on perceived ease of use, but the mediating effect of perceived ease of use is not significant