가치기반수용모델을 적용한 서빙로봇 이용행동에 관한 연구

Abstract

This study applied the value-based acceptance model to domestic consumers who used restaurant serving robots to examine the relationship between perceived benefits (usefulness, novelty) and perceived sacrifices (complexity, innovation resistance) on perceived value and intention to use. The survey was conducted for 14 days from February 1 to February 14, 2025 using Google Online Survey Form, and 320 final questionnaires were collected. The statistical techniques used to derive the research results were demographic analysis, frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, descriptive statistics analysis, reliability analysis, confirmatory factor analysis, correlation analysis, descriptive statistics analysis, and structural equation modeling analysis. The results of the research analysis are as follows. First, usefulness had a significant positive(+) effect on perceived value. Second, novelty had a significant positive(+) effect on perceived value. Third, complexity had a significant negative(-) effect on perceived value. Fourth, innovation resistance did not have a significant negative(-) effect on perceived value. Fifth, perceived value had a significant positive effect on intention to use. Based on a timely and promising topic reflecting the current society, meaningful conclusions and implications were derived.