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

Abstract

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.