Effect of a Taekwondo Academy’s Technology-Based Self-Service on Perceived Value and Intention to Use Continuously in the Interaction between Humans and Technology

As the competition among businesses intensifies and customer needs become increasingly diverse and complex, the need for personalized service has emerged. This study examines the effect of technology-based self-service (TBSS) characteristics of a Taekwondo academy on perceived value and intention to...

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Bibliographic Details
Published in:Applied sciences 2022-12, Vol.12 (23), p.12420
Main Authors: Kim, Dong-Kyu, Kim, Na-Hye, Oh, Chae-Yun, Jang, Jusun, Nho, Hosung, Park, Sung-Un
Format: Article
Language:English
Subjects:
Brand loyalty
Competitive advantage
Consumers
Cost control
Customer services
Employees
Families & family life
human and technology
Hypotheses
intention to use continuously
Martial arts
perceived value
Questionnaires
Social networks
Software
Taekwondo academy
Teaching
Technology
technology-based self-service
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Summary:As the competition among businesses intensifies and customer needs become increasingly diverse and complex, the need for personalized service has emerged. This study examines the effect of technology-based self-service (TBSS) characteristics of a Taekwondo academy on perceived value and intention to use continuously. The study sample consisted of masters managing a Taekwondo academy who had prior experience with TBSS. A total of 188 responses were collected using an online questionnaire. The collected data were analyzed using SPSS 23.0 and AMOS 23.0. The results demonstrated the following: first, among the sub-factors of TBSS characteristics, reliability, usefulness, and enjoyment were found to affect the perceived value positively; second, among the sub-factors of TBSS characteristics, usefulness and ease of use positively affected the intention to use continuously; and finally, the perceived value was found to affect the intention to use continuously positively. This study provides practical implications for more efficient use of the TBSS provided by a Taekwondo academy by discovering the relationship between the TBSS configuration of the Taekwondo academy, perceived value, and intention to use continuously.
ISSN:2076-3417
2076-3417
DOI:10.3390/app122312420