부산대학교 도서관

The diffusion of unmanned stores continues due to the changing social atmosphere caused by the COVID-19 pandemic and the rising labor costs. The purpose of this study was to examine the impact of usage factors of technology-based self-service on TBSS attitudes and intentions, and to verify the moderating effects of technology anxiety and social anxiety(perceived crowding) on TBSS usage. The collected data were analyzed using the smart PLS 2.0 program. The research results showed that ease of use, performance, and enjoyment significantly influenced TBSS attitudes and intentions. The moderating effects of technology anxiety on TBSS attitudes were verified to have an impact on ease of use and enjoyment, but no moderating effects were found regarding performance. The moderating effects of social anxiety(perceived crowding) on TBSS attitudes were not statistically significant. However, social anxiety had a moderating effect on the relationship between TBSS attitudes and intentions. The study suggests that technology anxiety and social anxiety may affect consumer behavior in unmanned stores, and offers research limitations and implications.