점진적 기술혁신에 대한 소비자 수용연구: 자율주행자동차를 중심으로
Automobile Consumers’ Adoption of Autonomous Driving as An Incremental Technology Innovation
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점진적 기술혁신은 기술이 시장에 도입된 이후 크고 작은 성능의 개선을 통해 진화된 형태로 소비자들에게 선보여지는 과정을 반복하며 발전하는 것을 말한다. 이때, 현재 소비자가 사용하는 기술에 대한 경험은 향후 소비자가수용을 결정해야 할 한 단계 발전된 기술에 대한 수용과 연결될 수 있다. 본 연구는 점진적 기술혁신 맥락에서 기술의 단계를 소비자가 현재 사용하고 있는 단계와 한 단계 발전한 단계로 구분하고, 기술의 두 단계를 고려한 소비자의 기술수용이라는 현상을 정성적으로 탐색하고자 하였다. 구체적인 연구의 대상으로 기술 내의 자동화 수준이 명확히 구분되어 있는 자율주행기술을 선정하였다. 현재 시장에 출시되어 소비자들에게 사용되고 있는 기술은 자율주행시스템이 운전자를 보조하는 2단계 자율주행기술이며, 한단계 진화한 3단계 자율주행기술은 상용화가 논의되고 있다. 2단계 자율주행기술에 대한 기술경험과 3단계 자율주행기술에 대한 기대의 탐색과 더불어, 두 개념 간의 연결을 살펴보기 위하여 다음과 같이 연구를 수행하였다. 자료 수집을 위하여 2단계 자율주행기술을 1년 이상 사용한 경험이 있는 소비자들 10명을 대상으로 1:1 심층면접을 실시하였다. 수집된 자료를 분석하기 위하여 개방코딩을 실시하였다. 그 결과, 2단계 자율주행기술에 대한 기술경험의 행동적 측면이 사용의 다양성과 사용의 양이라는 두 축을 제시하는 사용확산의 관점에서 설명될 수 있음을발견하였다. 또한, 2단계 자율주행기술에 대한 기술경험이 3단계 자율주행기술에 대한 기대를 형성함에 있어 지식을제공하는 역할을 함을 발견하였다. 소비자는 이 지식에 기반하여 다음 단계의 기술이 가져다 줄 이익과 위험에 대한기대를 형성할 수 있었다. 본 연구 결과는 점진적 기술혁신에 해당하는 기술에 대하여 현재 소비자가 사용하는 기술에 대한 경험이 다음 단계 기술에 대한 수용으로 이어지는 단계 간 기술수용이 일어날 수 있다는 가능성을 제시한다. 본 연구는 기술의 단계가 고려되어야 한다는 점에서 기술수용 연구에 시사하는 바가 있다. 또한, 소비자의 효용이발생하는 이들의 현재 경험이 미래지향적인 성격을 가지는 기술 발전에 있어 중요함을 강조한다는 점에서 소비자학적 의의를 가진다.
Abstract
This study explored consumers' adoption of incrementally developing autonomous driving technology. Mainly, we are interested in Level 2 (L2) and Level 3 (L3) automation. Under L2 automation, vehicles are equipped with combined automated functions, like speed control and steering simultaneously, but the driver must remain engaged with the driving task and always monitor the environment. While consumers are currently using L2 automation, the commercialization of vehicles with L3 automation is under discussion. The L3 autonomous vehicle has an automated driving system that can perform all aspects of the driving task under some circumstances, such as on the highway. However, the driver is expected to be always ready to take control of the vehicle anytime when noticed. In this study, according to the theory of social cognitive theory (SCT), we explored consumers' experience of L2 autonomous vehicles and their positive and negative performance expectations of L3 autonomous vehicles. In addition, how consumers' experience of using L2 autonomous vehicles is connected to the performance expectations of L3 autonomous vehicles was examined. Among the various aspects suggested by the previous literature to constitute experience, this study investigated the behavioral and cognitive aspects. In terms of data collection, 1:1 in-depth interviews were conducted with 10 participants who have used L2 autonomous vehicles for more than one year. The collected data was open-coded to discover subcategories of consumers' experience of L2 autonomous vehicles and their positive and negative performance expectations of L3 autonomous vehicles. As a result, it was found that the behavioral aspect of the experience of using L2 autonomous vehicles can be explained in the framework of Use Diffusion. It presents two axes of use: the diversity of use and the rate of use. The behavioral aspect was found to form the evaluation of the L2 autonomous vehicles, which is the cognitive aspect of the experience of use. The results also implied that the cognitive aspect of the experience works as the prior knowledge about autonomous driving, allowing consumers to form expectations towards L3 autonomous vehicles. The results suggest that the current consumers' experience of using technology can lead to adopting the developed version of the technology. This study has significance in consumer studies as it emphasizes the importance of the consumers' present experience, where their utility is created in the context of technological development characterized by a future-oriented nature. This study provided implications for technology adoption research as it suggests the necessity of automobile consumer tendency to consider the levels of technology.
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