관광객들의 셀프서비스기술을 이용한 비대면 서비스로의 전환 의도에 영향을 미치는 요인에 관한 연구: 이주이론을 중심으로

Self-service technology refers to any technological interface tool that allows technology users to produce their own services without direct face-to-face and involvement with employees, away from traditional service environments. In particular, kiosks are introduced as a means to replace employees' roles in providing services for the purpose of reducing labor costs from the perspective of service companies with a large proportion of human resources. The introduction of these kiosks has significantly changed the way businesses interact with customers from ‘high-touch and low-tech’ to ‘high-tech and low-touch’. However, existing studies on kiosks focus on finding motivation for customers to use or accept kiosks, failing to provide a reasonable theoretical perspective for customers to explain their switching from face-to-face services to non-face-to-face services using kiosks. Therefore, the study applied a migration theory to explain the switching behavior of existing face-to-face services to non-face-to-face services through kiosks in terms of the service channel. This study conducted an online survey in June 2020 and used a total of 182 responses for the empirical analysis. We found that the effect of the mooring factors was the most significant among the push, pull factors, and mooring factors.