박람회 참관객의 NFC이용저항과 무계획 행동에 대한 고찰

In the context of tourism, the active utilizing of NFC is crucial to the development of information technologies and their vitality. However, exhibition attendees tend to have resistance toward using the NFC, which attracts attendees to unplanned booths. The objective of this study is to understand use resistance of NFC and unplanned behavior with the perspective of Motivation-Threat-Ability. Thus this study built a research model and examined how NFC switching cost, threat, and self-efficacy affect unplanned behavior through the use resistance. We examined the relationships between self-efficacy and unplanned behavior. This study collected sample data from 373 first-time NFC users in the exhibition. The results represented switching cost and threat positively affected unplanned behavior through NFC use resistance. Self-efficacy also affected unplanned behavior directly and indirectly. This study had its significance in understanding the NFC use resistance and unplanned behavior away from existing viewpoint of NFC acceptance.