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기술수용모델(TAM)을 적용한 모바일 항공권구매앱 수용에 관한 연구

A Study on User Acceptance of Mobile Airline Ticketing Apps Based on Technology Acceptance Model

노민정
한국항공경영학회 (Aviation Management Society Of Korea)|2015.10|한국항공경영학회지 (Journal of the Aviation Management Society of Korea)|제13권 제5호|pp. 69-94

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참고문헌

키워드

유용성기술수용모델Technology Acceptance Model관여도사용용이성UsefulnessInvolvementEase of UseTechnology Anxiety기술불안감Performance Risk성능위험시간위험모바일항공서비스Time RiskMobile Airline Services
주제분류경영학

초록

모바일 기반의 항공권구매앱의 도입이 최근 본격화되고 있다. 항공권구매앱의 도입은 예약 및 발권에이르는 일련의 구매과정을 효율화시켜 항공사의 핵심서비스 수행성과 증진에 기여할 뿐 아니라 고객만족도제고에 일조하여 고객관계 관리의 초석을 다지는 계기로 작용할 수도 있다. 그러나 이러한 항공권구매앱의 전략적 이점에도 불구하고, 항공권구매앱의 사용자 수용에 관련된심리반응기제를 세밀히 조망한 시도는 드물었다. 이에 본 연구는 기존의 기술수용모델(TAM: techonology acceptance model)을 적용하여 모바일 항공권구매앱 수용에 관한 사용자의 지각 및 수용의사를 면밀히살펴보고자 하였다. 기술수용모델은 항공권구매앱과 같은 혁신기술의 수용이 해당 기술의 수용에 소요되는수고로움의 정도(사용용이성) 및 기술 수용에 의한 성과 향상에 대한 기대 수준(유용성)에 따라 좌우될수 있다고 제안하고 있다(Davis, 1989). 본 연구에서는 이러한 기술수용모델의 항공권구매앱 수용 과정에의 적용가능성을 살펴보고자 총 250명의응답자를 대상으로 설문조사를 실시하였다. 수집된 자료에 대한 실증 분석결과를 요약하자면 다음과같다. 첫째, 성능위험 및 시간위험이 항공권구매앱의 사용용이성에 부(-)의 영향을 미치고 있었다. 둘째, 항공권에 대한 관여도가 항공권구매앱의 유용성 지각에 정(+)의 영향을 미치고 있었다. 마지막으로, 항공권구매앱에 대한 친숙감이 항공권구매앱의 수용의사에 정(+)의 영향을, 모바일 결제플랫폼에 대한 불안감이부(-)의 영향을 미치고 있었다. 이러한 일련의 결과들은 항공권구매앱의 수용이 성능위험 및 시간위험의완화로 촉진될 수 있으며, 고관여 소비자들에 대한 커뮤니케이션 활동의 집중으로 보다 고취될 수 있음을 보여주는 것이라 할 수 있다.

Abstract

Recently, an increasing number of mobile-based airline ticketing apps have been introduced. Mobile-based airline ticketing apps cannot only serve to enhance the performance outcome of the core services of airline companies by making the purchase process related to reservation and ticketing efficient, but also provide the opportunity to nourish the customer relationship by increasing customer satisfaction. However, despite the strategic advantage of mobile-based airline ticketing apps, few efforts have been made to consider users’ psychological acceptance mechanism for these apps. This study employs existing technology-acceptance models to scrutinize users’ awareness of and willingness to accept the mobile airline ticketing apps. Technology-acceptance model (TAM) proposes that the acceptance of innovative technologies such as mobile airline ticketing apps varies as a function of the degree of effort spent on the acceptance of the technology (ease of use) and the expectation level for the performance improvement owing to the acceptance of the technology (usefulness; Davis, 1989). To investigate the applicability of TAM to consumers’ acceptance of mobile airline ticketing apps, this study performed a survey of 250 respondents. The results based on the survey data showed that (1) performance risk and time risk had a negative effect on ease of use; (2) involvement with airline tickets had a positive effect on awareness about the app’s usefulness; and (3) familiarity with the app had a positive effect on the willingness to accept it, while anxiety towards mobile payment platforms had a negative impact. These conclusions imply that to facilitate the acceptance of airline ticketing apps, performance and time risks must be eased and marketing activities should be concentrated on consumers highly involved with airline tickets.

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