호텔 SST 인카운터의 기술패러독스 요인이 기술신뢰에 미치는 영향

The Effects of Technology Paradoxes on Technology Trust in the Hotel SST(Self-Service Technology) Encounter: Focusing on Mediating Effect of Performance Ambiguity

Nowadays, many businesses provide Self-Service Technology(SST) which customers utilize the technology by them. The SST rapidly changes the traditional relationship of service encounter, which depended on personal interaction between customers and employees. The hotels are recently increasing reservation services through Internet technology. However, the use of new technology leads to users’ disappointment and conflict without reference to their benefit and effect, which it has paradoxical nature like anxiety and stress frustration causing customer’s evasion and opposition behavior. This study was designed to settle the concept and type of technology paradox in the situation of SST in hotel to empirically analyze the mediator of performance ambiguity how the element of technology paradox affects technology trust based on consumer duality test. A survey was carried out to verify the research model and the hypothesis on customers of hotel or travel booking experience.