항공사 셀프서비스 테크놀로지 품질이 경험가치, 태도, 지속적 이용의도에 미치는 영향: 사전 고객준비도의 조절효과

초록

The purpose of this study is to examine the influences of self-service technology quality(SSTQUAL) at airport on experience value, attitude, and continuous use intentions. A total of 301 data were analyzed by SPSS25 and AMOS25. Enjoyment, assurance, design, and customization had positive effects on emotional value, and functionality had a positive effect on economic value. Furthermore, emotional and economic value had positive effects on attitude, leading to continuous use intentions. In terms of consumer readiness, positive moderating effects of role clarity, ability, and intrinsic expectation were partially supported. This study has academic significance in that it empirically verified that customer readiness is necessary to maximize the positive impact of SSTQUAL on customer service use. In addition, it has practical significance in that it pointed out the importance of customer participation education along with SSTQUAL improvement.

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