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자동차 O2O 서비스의 특성에 따른 소비자 수용의도변화 분석

Differences in the Consumers’ Intention to adopt in accordance with the characteristics of car O2O services

이대호|김누리
한국혁신학회|2016.04|한국혁신학회지 (Innovation studies)|제11권 제1호|pp. 71-96

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참고문헌

키워드

Extended Technology Acceptance ModelO2OTAM2Online to OfflineO2O(Online to Offline)자동차 온디맨드 서비스확장된 기술수용모델(Extended Technology Acceptance ModelTAM2)On-demand car related-services

초록

전통적으로 하드웨어를 중심으로 발전해온 자동차 산업이 최근 ICT와 융합되면서 소프트웨어 혹은 서비스 측면에서 혁신적인 신 성장 분야로 발전하고 있다. 특히 ‘우버’의 등장으로 인해 온디맨드형 O2O 서비스를 주축으로 자동차 관련 O2O 서비스들이 줄을 잇고 있다. 그러나 아직 신규 서비스 도입시기이기 때문에 자동차 O2O 서비스 관련 선행연구는 많이부족한 상태이다. 이에 본 연구는 다양한 자동차 O2O 서비스들을 중심으로 소비자가 서비스를 사용하는 과정 중 발생하는 자동차 O2O 서비스 제공 주최자와의 개인적 만남(Personal contact)을 주요한 이슈로 판단하였다. 이를 기준으로 ‘Zero step’, ‘One step’, ‘Two step’ 세가지로 서비스를 분류하여 확장된 기술수용모델(TAM2)을 기반으로 설문을 통해 각 그룹별로 자동차 O2O 서비스 수용의도의 차이를 분석하였다. 분석 결과 ‘지각된 수행 위험’, ‘지각된 안정성’과 수용의도 간의 가설을 제외하고는 모두지지되었다. 위의 요인들이 유의한 영향을 미치지 못한 이유로 O2O의 오프라인 특성과 소비자들의 보편화된 모바일 서비스에 대한 긍정적인 태도 변화 때문인 것으로 해석되었다.

Abstract

The automobile industry, which has traditionally advanced with much of its focus on hardware, recently began to integrate with ICT and became a new growth sector with respect to software and service. In particular, the emergence of “Uber” induced a long line of automobile-related O2O services, mainly on-demand O2O services. However, it’s still an early stage for these new services, only few previous studies on the automobile-related O2O services are available. In this study, focusing on various automobile-related O2O services, the personal contact between consumers and service providers occurring during the use of services was taken as a critical factor in O2O service business. The services were categorized into the three groups, “Zero step”, “One step”, and “Two step” according to the presence and type of the personal contact. A survey on O2O services were carried out, and, based on the survey responses, the consumer acceptance of automobile- related O2O services in each group were analyzed using technology acceptance model (TAM). In the results, all relationships except between perceived performance risk, perceived safety and intention to use were not confirmed. The reasons why the two characteristics are not confirmed are as follows; the one might be of the offline feature of O2O services and the other would be positive change of consumer’s attitude to common mobile services. Based

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