가정용 지능형 로봇 서비스 수용 의도에 영향을 미치는요인에 관한 연구- 기술수용모델과 혁신확산모델의 적용
A Study on Factors Influencing Consumers’ Intentionto Adopt Intelligent Home Robot Services- Applying Technology Acceptance Model andDiffusion of Innovation Model
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본 논문은 최근 차세대 성장 동력으로 각광 받고 있는 지능형 로봇 서비스의 수용의도에 영향을 미치는 요인과 형성과정에 대한 연구이다. 가정용 지능형 로봇은 혁신제품과 서비스, 하이테크 제품, 디지털 인프라를 활용한 제품이자 서비스 및 다양한 기술과 산업이 집적된 제공물의 특성을 가지고 있으므로 혁신제품의 특성과 확산에 영향을 미치는 요인들과 기술수용모델을 접목하여 개념적 모델 을 설계하고 실증연구를 수행하였다. 실증결과, 가정용 지능형 로봇의 수용의도 형성에 있어서 가정용 지능형 로봇에 대한 지각된 유용 성이 유의한 영향을 미쳤고, 혁신의 특성중 상대적 이점과 양립가능성이 유용성에 유의한 영향을 미 치는 것으로 나타났다. 또한 가정용 지능형 로봇에 대한 사용용이성에 대한 지각은 가설에서와 같이 직접적으로 영향을 미치지는 않고 지각된 유용성을 통하여 간접적으로 영향을 미친다는 것을 발견하 였다. 한편, 가정용 지능형 로봇에 대한 지각된 위험은 지각된 유용성에 유의한 영향을 미치지 않았 다. 이와 같은 결과에 대한 해석과 전략적 시사점을 제시함으로써 가정용 지능형 로봇이 초기시장에 서 연착륙하고 시장을 확장해 나갈 수 있는 마케팅 전략에 대한 시사점도 제공하였다
Abstract
Intelligent home robot service is expected to become a next-generation industry as well as an important telecommunication service. Recently, various types of intelligent home robot services are being tested in the market to observe market responses and to find ways to improve the quality of current services. This study examines how consumers' intention to adopt an intelligent home robot service is formed. Intelligent home robot services are characterized as novel, high-tech intensive, and possible innovative offerings in the networked digital environment. This makes the technology acceptance model an appropriate theoretical framework to conceptualize consumers' adoption intention process. As the technology acceptance model posits, our empirical analysis results show that perceived usefulness plays an important role in predicting the acceptance of intelligence home robot service. Perceived ease of use indirectly affects the adoption intention through perceived usefulness, but it has no direct effects. The results also show that the correlations between perceived usefulness and two other variables - relative advantage and compatibility - are strong. The relationship between perceived risk and perceived usefulness is not statistically significant. The findings of the study provide some insights for marketers on how to introduce hi-tech innovative services such as intelligent home robot services to penetrate into mass-market. Some limitations and further research are also discussed.
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