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Keywords = Taekwondo academy

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12 pages, 275 KiB  
Article
Effect of a Taekwondo Academy’s Technology-Based Self-Service on Perceived Value and Intention to Use Continuously in the Interaction between Humans and Technology
by Dong-Kyu Kim, Na-Hye Kim, Chae-Yun Oh, Jusun Jang, Hosung Nho and Sung-Un Park
Appl. Sci. 2022, 12(23), 12420; https://doi.org/10.3390/app122312420 - 5 Dec 2022
Cited by 3 | Viewed by 2504
Abstract
As the competition among businesses intensifies and customer needs become increasingly diverse and complex, the need for personalized service has emerged. This study examines the effect of technology-based self-service (TBSS) characteristics of a Taekwondo academy on perceived value and intention to use continuously. [...] Read more.
As the competition among businesses intensifies and customer needs become increasingly diverse and complex, the need for personalized service has emerged. This study examines the effect of technology-based self-service (TBSS) characteristics of a Taekwondo academy on perceived value and intention to use continuously. The study sample consisted of masters managing a Taekwondo academy who had prior experience with TBSS. A total of 188 responses were collected using an online questionnaire. The collected data were analyzed using SPSS 23.0 and AMOS 23.0. The results demonstrated the following: first, among the sub-factors of TBSS characteristics, reliability, usefulness, and enjoyment were found to affect the perceived value positively; second, among the sub-factors of TBSS characteristics, usefulness and ease of use positively affected the intention to use continuously; and finally, the perceived value was found to affect the intention to use continuously positively. This study provides practical implications for more efficient use of the TBSS provided by a Taekwondo academy by discovering the relationship between the TBSS configuration of the Taekwondo academy, perceived value, and intention to use continuously. Full article
(This article belongs to the Special Issue Biotechnology and Sports Engineering II)
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