Attitude Change Towards Self-Service Technology Adoption Using Latent Growth Modeling

  • Um, Taehyee (Conrad N. Hilton College of Hotel & Restaurant Management, University of Houston) ;
  • Chung, Namho (Smart Tourism Research Platform, Kyung Hee University)
  • Received : 2022.09.01
  • Accepted : 2022.09.29
  • Published : 2022.09.30


As the utilization of technology in the tourism field becomes familiar, it greatly impacts people's tourism activities. These changes could also affect the behavior of tourists during the pandemic. To investigate consumers' adaptation to the self-service technology (SST) environment during the coronavirus disease of 2019 (COVID-19) pandemic, we adopted a model of absorptive capacity as the main framework for empirical research. To track the social effects of COVID-19, consumers' behavioral intentions for four different points in time are collected. The analysis was conducted using latent growth and structural equation modeling. We set the organizational and environmental characteristics as the first step of the model, with assimilation and trust as a middle step. Intention to use a kiosk is placed at the final step as an exploit. Findings indicate that organizational characteristics and environmental characteristics positively influenced assimilation and trust, except for environmental characteristics. Consumers' assimilation in SST encourages immediate intention to use a kiosk. Consumers' trust in kiosks positively impacts both immediate and continuance intention to use a kiosk during COVID-19.



This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A3A2098438).


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