Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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Factors Influencing Reuse Intention of Tablet PC Ordering Services: From the Perspective of Shadow Work

태블릿PC 주문서비스 재사용 의도에 영향을 미치는 요인: 그림자노동 관점

  • Qin, Yihang (Department of Digital Future Convergence Services, Chonnam National University) ;
  • Wu, Haoxi (Department of Digital Future Convergence Services, Chonnam National University) ;
  • Koh, Joon (Department of Business Administration, Chonnam National University)
  • ;
  • ;
  • 고준 (전남대학교 경영대학)
  • Received : 2023.10.24
  • Accepted : 2023.12.04
  • Published : 2023.12.31
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Abstract

Tablet PCs are gaining increasing popularity in today's context, offering convenience in store operations. However, some customers may have complaints. From the perspective of shadow labor, customers may perceive using tablet PCs as additional tasks, implying that tasks have been transferred from service staff to customers themselves. Therefore, this study aims to investigate the causes of customers' perception of shadow labor when using tablet PCs (perceived difficulty of use and perceived compulsion to use) and how these perceptions can influence their intention to reuse tablet PC ordering services. Additionally, the study examines whether customers' perception of shadow labor is influenced by digital literacy and information overload and investigates the positive impact of benefits arising from using tablet PCs on their perception of shadow labor. This research conducted an online survey through the Chinese survey specialist website "Wenjuanxing," targeting customers who use tablet PCs to place orders in restaurants. After collecting a total of 376 valid data points, demographic characteristics, frequency analysis, reliability analysis, validity analysis, correlation analysis, and regression analysis were conducted using SPSS 24.0. The empirical results from the 376 respondents reveal that digital literacy and information overload affect the perception of shadow labor and also influence the intention to reuse tablet PC ordering services. Furthermore, benefits showed significant moderating effects on these relationships.

현재 태블릿 PC 가 점점 더 인기를 끌면서 매장 운영에 있어 편리함을 제공하지만, 일부 고객은 불만을 느낄 수 있다. 그림자노동의 관점에서 고객은 태블릿 PC 를 사용하는 것이 추가 작업, 즉 서비스 직원으로부터 업무가 이전되어 고객 스스로 작업을 해야 한다고 느낄 수 있다. 따라서 본 연구는 고객이 태블릿 PC 를 이용할 때 그림자노동에 대한 인식(지각된 사용 어려움 및 지각된 사용 강제성)의 원인과 그림자노동에 대한 인식이 태블릿PC 주문 서비스에 대한 재사용 의도에 어떤 영향을 미칠 수 있는지를 조사하는 것을 목적으로 한다. 또한 고객의 그림자노동에 대한 지각이 디지털 리터러시와 정보 과부하에 영향을 받는지 여부를 조사하며, 태블릿 PC 를 사용할 때 발생하는 혜택이 그림자노동 지각에 미치는 긍정적인 영향을 조사한다. 본 연구는 음식점에서 태블릿 PC 를 이용하여 주문하는 고객을 대상으로 중국의 설문조사 전문 사이트인 "원쥬엔싱" (Wenjuanxing)를 통해 온라인 설문조사를 수행한 후, 총 376 개의 유효한 데이터에 대해 SPSS 24.0 을 활용하여 인구통계학적 특성, 빈도 분석, 신뢰도 분석, 타당성 분석, 상관관계 분석 등을 실시했다. 또한 가설들은 회귀분석을 통해 검증하였다. 376 명 응답자의 실증분석 결과, 디지털 리터러시와 정보 과부하가 그림자노동 인식에 영향을 미치며, 태블릿 PC 주문 서비스 재사용 의도에도 영향을 미친다는 점을 밝혔다. 또한 혜택은 이러한 관계에 대해 유의한 조절 효과를 보였다.

Keywords

Acknowledgement

이 논문은 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임(NRF-2021S1A3A2A02089809).

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