My Privacy and Control Matter: Understanding Motivations for Using Untact Services

Ahyeon Kim, Yongjun Sung

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)


This study's aim was to uncover psychological and social motives for using untact services and to explore the relationships between identified motivations and attitudinal and continuous behavioral intention variables. We conducted a survey with 328 untact service users, and used exploratory and confirmatory factor analysis to find underlying motivations. The findings suggest that users of untact services have four primary motives. Individuals use untact services to protect their personal information (privacy), to increase their control over business transactions (control), to enjoy the process itself (fun), and to avoid uncomfortable interactions with employees (interaction avoidance). In addition, identified motivations and attitudes toward as well as continuing intention to use the services were all positively related. Among the motivations, control showed the strongest relationship with both attitude and continuance intention.

Original languageEnglish
Pages (from-to)426-431
Number of pages6
JournalCyberpsychology, Behavior, and Social Networking
Issue number6
Publication statusPublished - 2021 Jun 1

Bibliographical note

Funding Information:
This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2019S1A3A2099973).

Publisher Copyright:
© Copyright 2021, Mary Ann Liebert, Inc., publishers 2021.


  • interaction avoidance
  • kiosk
  • motivation
  • self-service technology
  • untact service

ASJC Scopus subject areas

  • Social Psychology
  • Communication
  • Applied Psychology
  • Human-Computer Interaction
  • Computer Science Applications


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