셀프서비스 기계의 서비스 실패 상황에서 의인화와 불확실성이 소비자의 부정적 감정 및 행동의도에 미치는 영향 연구
A study on the impact of anthropomorphism and uncertainty in the service failure situation of self-service machines on consumers’ negative emotions and behavioral intentions
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초록
셀프서비스 기계의 도입 분야가 더 광범위해지고 일상에서의 사용 빈도가 증가하면서, 이로 인한 서비스 실패 사례와 강도가 빈번해지고 다양해지고 있다. 이러한 서비스 실패 상황에서 소비자들이 가지게 되는 불편한 감정을 완화할 수 있는 전략적요인으로 상황에 대한 확실성과 의인화의 유형에 대해 살펴보고자 한다. 본 연구의 목적은 셀프 서비스 기계 사용에서 서비스실패 상황을 겪게 된 경우 소비자가 느끼게 되는 부정적인 감정이 기계의 의인화 유형과 소비자가 처한 상황의 불확실성여부에 따라 달라질 것이라는 점과, 이 부정적 감정이 소비자들의 불평행동 의도로 이어질 것이라는 점을 실험 분석을 통해밝혀내는 것이다. 분석 결과, 셀프서비스 기계의 서비스 실패 상황에서 기계의 의인화 유형과 상황의 확실성은 소비자가 느끼는 후회감을 줄이는 데 영향을 주며, 이 후회감은 소비자의 불평행동 의도로 매개가 되는 것을 발견하였다. 본 연구는 기계에사람의 특성을 불어넣는 의인화의 여부에서 더 나아가 긍정적인 의인화와 부정적 의인화로 그 유형을 세분화해서 효과를 살펴봤다는 점에서 의인화와 관련된 선행 연구를 확장시키는 데 기여하고 있다.
Abstract
The introduction of self-service machines in various fields has become more widespread, with an increase in their everyday use. Consequently, the frequency and diversity of service failure cases have also increased. This study aims to investigate strategic factors that can mitigate the uncomfortable emotions consumers experience in such service failure situations, specifically focusing on the certainty of the situation and the type of anthropomorphism. The study explores how negative emotions felt by consumers when facing service failures while using self-service machines may vary depending on the type of anthropomorphism of the machine and the uncertainty of the situation they are in, and how these negative emotions may lead to consumer complaining behavior intentions. The experimental analysis aims to reveal how the type of anthropomorphism of the machine and the certainty of the situation in service failure situations with self-service machines impact reducing consumers’ regret, and how this regret serves as a mediator for consumers’ complaining behavior intentions. The research expands on previous studies related to anthropomorphism by not only considering whether human characteristics are attributed to machines but also further categorizing the types into positive and negative anthropomorphism to examine their effects.
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