신기술 수용 관련 고정관념 위협이 고령자의 키오스크 지속이용의향에 미치는 영향: 당혹감의 매개효과와 기술불안의 조절효과 = The Impact of Stereotype Threat Associated with New Technology Adoption on the Continuance Usage Intention of Kiosks among the Elderly: The Mediation Effect of Embarrassment and the Moderation Effect of Technology Anxiety

다국어 초록 (Multilingual Abstract)

There has seen a proliferation of kiosks within service-oriented establishments around the globe. Despite this trend, the elderly exhibit discontinuity in their utilization of kiosks due to encountering psychological challenges associated with their use. To increase the sustained adoption of kiosks among the elderly, it is imperative to delve into the psychological mechanisms underlying the difficulties they face in using kiosks. The first goal of this study is thus to explore how the elderly’s perceived situational pressure (the age and the number of people waiting) in their using kiosks can affect new technology adoption-related stereotype threat. The second goal of the study is to examine a moderated mediation effect in the relationship among the elderly's perceived new technology adoption-related stereotype threat, technology anxiety, embarrassment and continuance intention to use kiosks in their using kiosks. To address these objectives, an online experiment employing virtual scenarios depicting the elderly’s interactions with kiosks (situated within both fast-food restaurant and community service center) was conducted among individuals aged 60 years and above. Analysis of the data (N = 254) yielded several key findings. Firstly, situational pressure experienced by the elderly while utilizing kiosks at both fast-food restaurant and community service center did not significantly influence their perception of new technology adoption-related stereotype threat. Secondly, the detrimental impact of the threat on the continuance intention to use kiosks was found to be mediated by their sense of embarrassment during kiosk interactions at both fast-food restaurant and community service center (mediation effect: new technology adoption-related stereotype threat → embarrassment → intention to continue kiosk use). Additionally, the causal relationship between the threat and the embarrassment was found to be strengthened by levels of technology anxiety (moderation effect). Theoretical and practical implications stemming from these findings are discussed in depth.