Authors: Eun Mi Lee; Saejoon Oh
Addresses: International College, Dongseo University, 47 Jurye-ro, Sasang-gu, Busan, Republic of Korea ' Department of Global Urban and Real Estate, Pyeongtaek University, 3825 Seodong-daero, Pyeongtaek, Republic of Korea
Abstract: The purpose of this study is to investigate various factors affecting customer response to kiosk services in psychological perspectives. This study aims to examine consumer response to kiosk services in view of the psychological mechanism, along with the need for interaction and self-efficacy. A survey was carried out among 247 individuals residing in the US who have experience using kiosks in quick service restaurants. Survey data were analysed by employing a structural equation model. A factor analysis identified five factors of kiosk services: rapidity, information quality, reliability, convenience and usefulness. The results show that convenience and usefulness have a negative effect on the need for interaction, whereas reliability and usefulness have a positive effect on self-efficacy. The 'use intention' of kiosks has been influenced positively by both the need for interaction and self-efficacy. Also, there exists an unexpected positive relationship between customers' need for interaction and the 'use intention' of kiosk services. It seems that customers with satisfying experiences from interactive kiosk services can revisit and use kiosk services at the recommendation of employees. These findings can enhance both customers' convenience and business profits through kiosk services.
Keywords: kiosk services; rapidity; information quality; reliability; convenience; usefulness; need for interaction; self-efficacy; intention of use.
International Journal of Mobile Communications, 2022 Vol.20 No.1, pp.33 - 52
Accepted: 24 Jun 2020
Published online: 04 Jan 2022 *