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환경과 스마트팜 기술에 대한 소비자 신념과 스마트팜 농산물 지속사용의도: 소비자 혁신성의 조절효과

Consumer Beliefs about the Environment and Smart Farm Technology and Continuous Use Intention of Smart Farm Produce: Moderating Effect of Consumer Innovativeness

김민지|유소이|박명은
한국소비문화학회|2024.06|소비문화연구 (Journal of Consumption Culture)|제27권 제2호|pp. 43-67|DOI 10.17053/jcc.2024.27.2.003

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참고문헌

키워드

지속사용의도소비자 혁신성consumer innovativeness소비자 태도continuous use intentionconsumer attitudeconsumer belief환경과 스마트팜 농산물소비자 신념environment and smart farm produce

초록

신선식품 시장이 커지면서 공급 안정성 측면에서 기후와 계절에 영향을 받지 않는 스마트팜에 대한 관심이 증가하고 있다. 국내 유통업계에서도 스마트팜 비즈니스에 주목하고 있으며, 식품 유통채널에서 생산자와 소비자 간의 관련성을 이해할 필요가 있다. 이에 본 연구는 소비자의 스마트팜 농산물 지속사용의도를 파악하기 위해 환경과 스마트팜 기술에 대한 소비자 신념과 소비자 혁신성, 소비자 태도, 지속사용의도 간의 관계를 통합적으로 분석하였다. 자료 수집을 위해 전국 20세 이상 성인 소비자를 대상으로 설문조사를 하였고, 총 515부를 최종 분석에 활용하였다. 변수들 간의 관계를 파악하기 위해 SPSS 26과 SmartPLS 4.0을 이용하였다. 분석 결과, 첫째, 스마트팜 기술에 대한 소비자의 개성(환경)신념이 기술(기술유용성, 접근용이성, 사회적 영향력, 구매역량)신념에 있어서 정적인 영향력이 있는 것으로 나타났다. 둘째, 개성신념과 기술신념 중 기술유용성, 사회적 영향력, 구매역량은 소비자 태도에 정적인 영향력이 있는 것으로 나타났다. 셋째, 개성신념과 기술신념 중 기술용이성, 사회적 영향력, 구매역량은 소비자 태도를 매개하여 스마트팜 농산물의 지속사용의도에 영향을 미치는 것으로 나타났다. 넷째, 소비자 혁신성은 소비자 태도와 지속사용의도 간의 관계에서 유의하게 조절효과를 보이는 것으로 나타났다. 이를 통해 본 연구는 소비자의 혁신성을 고려하여 환경 및 스마트팜 기술에 대한 소비자 신념이 관련 농산물의 지속적 사용의도에 미치는 과정을 설명하였다는 점에서 의의를 지닌다.

Abstract

As the fresh food market grows, interest in smart farms that are not affected by climate and seasons in terms of supply stability is increasing. The domestic distribution industry is also paying attention to the smart farm business. There is a need to understand the relationship between producers and consumers in food distribution channels. Accordingly, this study comprehensively analyzed the relationship between consumer beliefs about the environment and smart farm technology, consumer innovativeness, consumer attitude, and intention to continue use in order to understand consumers' intention to continue using smart farm agricultural products. Data was collected by online survey with adult consumers aged 20 or older across the country, and a total of 515 copies were used in the final analysis. To identify relationships between variables, SPSS 26 and SmartPLS 4.0 were used. As a result of the analysis, first, it was found that consumers' individuality (environmental) beliefs about smart farm technology had a positive effect on technology (technology usefulness, ease of access, social influence, purchasing ability) beliefs. Second, among individuality beliefs and technology beliefs, technology usefulness, social influence, and purchasing capacity were found to have a significant effect on consumer attitudes. Third, among individuality beliefs and technology beliefs, technological ease, social influence, and purchasing capacity were found to mediate consumer attitude and influence the intention to continue using smart farm agricultural products. Fourth, consumer innovativeness was found to have a significant moderating effect in the relationship between consumer attitude and continued use intention. This study is significant in that it analyzed the impact of consumer acceptance of the environment and smart farm technology on continuous use intention of smart farm produce with including consumer innovativeness.

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