통합기술수용이론(UTAUT)에 기반한 자율주행 모빌리티 서비스 수용의도에 관한 연구
A Study on the Acceptance Intention of Autonomous Mobility Service Based on the UTAUT
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Purpose: The purpose of this study is to find factors affecting the acceptance intention of autonomous mobility service by applying the unified technology acceptance theory(UTAUT). Methods: The measurement items for each component of this study were modified to meet the purpose of the study by referring to previous studies related to mobility based on UTAUT, which has secured validity and reliability in many studies. The collected data through the online survey were analyzed using hierarchical regression analysis. Results: It was found that performance expectation, effort expectation, social influence, and facilitation conditions for autonomous mobility service had a positive effect on acceptance intention. Also, in this relationship, it was confirmed that driving experience moderated the relationship between performance expectation and acceptance intention, and between effort expectation and acceptance intention. Conclusion: Understanding the public's acceptance of autonomous mobility services, and suggesting strategic implications for the direction of service development to companies that are pushing to enter the autonomous mobility service market.
Abstract
Purpose: The purpose of this study is to find factors affecting the acceptance intention of autonomous mobility service by applying the unified technology acceptance theory(UTAUT). Methods: The measurement items for each component of this study were modified to meet the purpose of the study by referring to previous studies related to mobility based on UTAUT, which has secured validity and reliability in many studies. The collected data through the online survey were analyzed using hierarchical regression analysis. Results: It was found that performance expectation, effort expectation, social influence, and facilitation conditions for autonomous mobility service had a positive effect on acceptance intention. Also, in this relationship, it was confirmed that driving experience moderated the relationship between performance expectation and acceptance intention, and between effort expectation and acceptance intention. Conclusion: Understanding the public's acceptance of autonomous mobility services, and suggesting strategic implications for the direction of service development to companies that are pushing to enter the autonomous mobility service market.
참고문헌 (25)
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