공유경제 숙박서비스 수용에 있어서 인지된 위험의 효과 연구
The effect of perceived risks in the sharing economy: the case of Airbnb using Hedonic Technology Adoption Model
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초록
본 연구는 인지된 위험이 Airbnb로 대표되는 공유경제 숙박서비스의 수용에 어떠한 영향을 미치는지를 알아보기 위해 기술수용모형의 확장된 모형 중 하나인 헤도닉 기술수용모형을 바탕으로 잠재적 수용자의 의사결정구조를 살펴보았다. 총 300명의 설문 응답자료를 기반으로 한 구조방정식 모형 분석을 통해 인지된 위험이 형태에 따라 다르게 공유경제의 수용의도에 영향을 미치는 것을 확인할 수 있었다. 신체적 위험의 경우 언론 등에서 우려하는 것과 다르게 공유경제의 수용의도와 직접적인 관계가 존재하지 않는 것으로 나타났으며, 개인정보 위험만이 인지된 위험 중 유일하게 공유경제의 수용의도에 직접적으로 부정적인 영향을 미치는 것을 확인하였다. 심리적 위험은 인지된 유용성을 통해 간접적으로 공유경제의 수용의도에 부정적인 영향을 미치는 것으로 나타났다. 반면에 신체적 위험과 성능 위험은 인지된 유용성과 양의 상관관계가 존재함을 확인하였다. 이러한 위험과 인지된 유용성 간의 양의 상관관계는 기술혁신 이론의 와해성 혁신과 관광학 내에서 위험의 독특한 특성에 대한 선행연구를 통해 설명할 수 있었다. 이러한 결과를 바탕으로 공유경제의 위험인식은 와해성 혁신에 기반한 경쟁전략으로 재해석될 수 있음을 시사점으로 제시하였다.
Abstract
This study exploits the heterogenous effects of perceived risks on the adoption of sharing economy service, especially Airbnb, using hedonic technology adoption model. Results of structural equation modeling applied to 300 potential customers showed the distinctive relationship between various risk factors and intention to use the sharing economy. Unlike the high concern in the press, physical risk did not show statistically significant relationship with the intention to use Airbnb. Only privacy risk shows direct negative relationship with the intention to use the sharing economy. Also, psychological risk had a indirect negative relationship with the intention to adopt Airbnb. We also found that physical and performance risks are positively related with perceived usefulness. This risk paradox can be explained by the disruptive innovation of the sharing economy and the characteristics of risk engagement in tourism. Implications for research and practice are discussed along with the findings of the study.
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