디지털 그림자노동에 대한 부정적 반응은 지속사용의도에 어떻게 영향을 미치나?: 만족지연능력의 조절효과

Digital transformation and the COVID-19 pandemic have facilitated the rapid development and dissemination of non-face-to-face technologies such as self-service technologies (SSTs). This research investigates how motivation factors affect consumers’ negative responses to digital shadow work (DSW) in SSTs which decreases their continuous use intention of SSTs. Also, we examine whether the grafication delay ability moderates the relationship between consumers’ negative responses to DSW and their continuous use intention of SSTs. By an analysis of usable 450 user respondents via SmartPLS 4.0, perceived benefits was found to significantly influence consumers’ negative responses to DSW. Also, consumers' negative responses to DSW can significantly decrease their intention to continue using SSTs. Further, the effect of negative responses to DSW on continuous use intention of SSTs is stronger in case of consumers with low gratification delay ability than in case of consumers with high gratification delay ability. The study findings contribute to providing some strategies for companies operating SSTs by examining the effects of consumer’s responses to DSW and gratification delay ability on the continuous usage intention of SSTs.