TY - JOUR
T1 - My Privacy and Control Matter
T2 - Understanding Motivations for Using Untact Services
AU - Kim, Ahyeon
AU - Sung, Yongjun
N1 - Funding Information:
This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A3A2099973).
Publisher Copyright:
© Copyright 2021, Mary Ann Liebert, Inc., publishers 2021.
PY - 2021/6/1
Y1 - 2021/6/1
N2 - This study's aim was to uncover psychological and social motives for using untact services and to explore the relationships between identified motivations and attitudinal and continuous behavioral intention variables. We conducted a survey with 328 untact service users, and used exploratory and confirmatory factor analysis to find underlying motivations. The findings suggest that users of untact services have four primary motives. Individuals use untact services to protect their personal information (privacy), to increase their control over business transactions (control), to enjoy the process itself (fun), and to avoid uncomfortable interactions with employees (interaction avoidance). In addition, identified motivations and attitudes toward as well as continuing intention to use the services were all positively related. Among the motivations, control showed the strongest relationship with both attitude and continuance intention.
AB - This study's aim was to uncover psychological and social motives for using untact services and to explore the relationships between identified motivations and attitudinal and continuous behavioral intention variables. We conducted a survey with 328 untact service users, and used exploratory and confirmatory factor analysis to find underlying motivations. The findings suggest that users of untact services have four primary motives. Individuals use untact services to protect their personal information (privacy), to increase their control over business transactions (control), to enjoy the process itself (fun), and to avoid uncomfortable interactions with employees (interaction avoidance). In addition, identified motivations and attitudes toward as well as continuing intention to use the services were all positively related. Among the motivations, control showed the strongest relationship with both attitude and continuance intention.
KW - interaction avoidance
KW - kiosk
KW - motivation
KW - self-service technology
KW - untact service
UR - http://www.scopus.com/inward/record.url?scp=85108113599&partnerID=8YFLogxK
U2 - 10.1089/cyber.2020.0350
DO - 10.1089/cyber.2020.0350
M3 - Article
C2 - 33337264
AN - SCOPUS:85108113599
SN - 2152-2715
VL - 24
SP - 426
EP - 431
JO - Cyberpsychology, Behavior, and Social Networking
JF - Cyberpsychology, Behavior, and Social Networking
IS - 6
ER -