셀프서비스 환경에서 디지털 기술부여의 패러독스: 그림자노동 관점

This study employs grounded theory to investigate the Empowerment Paradox arising from cognitive complexity, role dynamism, and goal contradictions associated with shadow work in digital technology environments. Via semi-structured interviews conducted with consumers in the self-service contexts, this research identifies three primary tension mechanisms. First, Cognitive Tension emerges from the conflict between task complexity and the usability of technology, resulting in emotional burdens. Second, Identity Tension influences the intention to adopt technology due to the ambiguity of roles stemming from the transfer of labor responsibilities. Third, Goal Tension arises from the asymmetry between inputs and rewards, leading to behavioral resistance. These tension mechanisms establish a complex dynamic interplay between empowerment and burden within the framework of shadow work. By developing a dynamic model of the digital technology empowerment paradox from a shadow work perspective, this study tries to extend an analytical toolbox. Furthermore, it offers practical implications for optimizing digital technology design and achieving a balance between consumer empowerment and work burden.