The Journal of Information Systems (한국정보시스템학회지:정보시스템연구)

Korea Association of Information Systems (한국정보시스템학회)
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The Effect of Customer's Attribution Tendency Toward Self-Service Technology on the Intention to Revisit Fast-Food Restaurants in the COVID-19 Situation: Focused on Shadow Work Perspective

코로나 19 상황에서 고객의 셀프서비스기술에 대한 귀인 경향이 패스트푸드점 재방문의도에 미치는 영향: 그림자노동의 관점을 중심으로

  • 김현규 (경희대학교 스마트관광원) ;
  • 정남호 (경희대학교 스마트관광원) ;
  • 부백 (경희대학교 스마트관광원)
  • Received : 2022.01.12
  • Accepted : 2022.09.16
  • Published : 2022.09.30
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Abstract

Purpose The purpose of this study is to examine whether customers' shadow work and risk perception have an impact on revisit intention to the fast-food restaurant, with mediating role of different types of attribution tendencies. We also added perceived unfairness in the research model, in order to verify its mediating effect on the relationship between attribution tendencies and revisit intention. Design/methodology/approach Applying the shadow work perspective and attribution theory, we designed a research model to confirm the hypotheses. After collecting the data from 331 customers who have used self-service technology in a fast-food restaurant, we conducted an analysis of measurement model and structural model by using Smart-PLS 3.0. Findings This study confirmed that Forced Use of self-service technology can enhance the tendency of dispositional attribution which would negatively affect perceived unfairness and revisit intention. On the other hand, affective risk perception was proven to affect situational attribution, which positively affects revisit intention.

Keywords

Acknowledgement

이 논문은 2019년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2019S1A3A2098438).

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