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Background/Objectives: Recently, with the covid-19 pandemic, a lot of services are being changed into digital service. This study intended to examine the effect of perceived interactivity to DTS (digital transformation of services) on intention to use it. In particular, this study examined moderated mediating effect of digital divide. To analyze the data, this study applied TAM (Technology Acceptance Model).
Methods/Statistical analysis: This study performed a questionnaire survey to 324 college and graduate school students and common people living in Korea. Excluding 20 copies which were filled out improperly or insincerely, this study finally used 304 copies for analysis. To test hypotheses, this study applied multivariate regression analyses, and bootstrapping to examine moderated mediating effects.
Findings: The findings of data analysis are as follows. First, three elements of perceived interactivity to DTS (perceived communication, perceived control, and perceived responsiveness) have positive effects on both perceived usefulness and perceived ease of use. Second, both perceived usefulness and perceived ease of use have positive effect on intention to use. Third, the effect of three elements of perceived interactivity to DTS on intention to use DTS is mediated by perceived usefulness and perceived ease of use. Forth, the effect of perceived interactivity to DTS on intention to use via perceived usefulness is moderated by digital divide.
Improvements/Applications: This study showed that perceived interactivity to DTS is an important element in deciding intention to use it. In addition, it also proved that the effect is mediated by perceived usefulness and perceived ease of use. Such findings suggest that, to raise intention to use DTS among people, it is necessary to secure perceived usefulness and perceived ease of use. Meanwhile, as intention to use DTS varies depending on digital divide, it is necessary to reduce the divide.
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