## 1 Introduction  
The proliferation of a non-face-to-face culture as a result of COVID-19 is increasing the popularity of digital-based services across industries. These changes are transforming the existing method of using human services as a medium for customers to receive services in a technology-oriented environment where they are directly or self-processed and supported. Technology-based self-service (TBSS) is becoming more popular, particularly in Korea, where kiosks and delivery applications are being developed [1].  
TBSS refers to \"all technological access means that enable customers to produce and use services instead of interacting with service enterprise employees and customers\" [2]. In other words, TBSS is the overall activity or benefit that enables customers to perform services by themselves using the technology provided by the service provider [3]. TBSSenables quick and convenient services without time or place restrictions [2] and can enhance business competitiveness by increasing productivity, saving labor costs, and reducing savings and operating costs. In addition, active participation in TBSS can lead to a friendly relationship with a company [4]. According to Fortune Business Insights, a global market research firm, the size of the global kiosk market is estimated to be about $20.3 billion (23 trillion won) in 2020 and is predicted to grow to $51 billion (58 trillion won) by 2028 [5].  
TBSS is changing the way customers interact with businesses and employees and offers endless possibilities for redesigning services [6]. As the competition among businesses intensifies and customer needs become increasingly diverse and complex, the need for personalized service has emerged [7]. With the growing range of services in which machines are replacing employees [2; 8], TBSS is also being applied in sports. Many children practice Taekwondo in Korea [9], with approximately 9654 operational Taekwondo academies in the country [10]. Moreover, in Korea, where this research was conducted, Taekwondo masters serve as administrators who operate and manage Taekwondo academies and as educators who teach Taekwondo [11]. Specifically, the title Taekwondo master is given to a person possessing an official 4-dan certificate issued by Kukkiwon, who has a Taekwondo master instructor license of level 3 or higher [12]. Taekwondo academies have now become a part of the sports industry as well as a place where children are taught.  
In general, for-profit groups, such as Taekwondo academies, use TBSS to gain a competitive advantage and reduce costs. In other words, understanding the intention or attitude of customers (i.e., Taekwondo academies) toward new technologies, such as the TBSS, is expected to provide significant theoretical implications to service companies in the future in providing services via TBSS. In addition, through this study, it will be possible to contribute to the improvement of time and work efficiency of Taekwondo masters who are simultaneously performing Taekwondo teaching and operation at Taekwondo academies. These advantages may have practical implications for increasing the effectiveness of TBSS in companies that provide TBSS. Therefore, the TBSS provided by the current academies is a different service concept from the past, when the focus was only on teaching Taekwondo. Examining the effect of TBSS characteristics of Taekwondo academies on perceived value and intention to use continuously can have a positive impact on the management and development of Taekwondo academies as a point of convergence for humans and technology. Therefore, in this study, enjoyment, usefulness, ease of use, and reliability were set as key attributes of TBSS. This study aimed to examine the effect of the TBSS characteristics of a Taekwondo academy on perceived value and intention to use continuously.