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기술기반셀프서비스 도입의도에 영향을 미치는 요인에 관한 연구

A Study on the Factors Affecting the Intention to Use in Technology Based Self Service

이재모
대한경영정보학회 (Daehan Academy Of Management Information Systems)|2024.06|경영과 정보연구 (Management & Information Systems Review)|제43권 제2호|pp. 103-123|DOI 10.29214/damis.2024.43.2.006

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참고문헌

키워드

Digital TransformationBehavioral intention도입의도디지털전환기술기반셀프서비스Technology based self service분해된 계획행동이론Decomposed theory of planned behavior
주제분류경영학

초록

[연구목적] 4차 산업혁명이 주목을 받으면서 디지털 전환이 급부상하였다. 이전의 변화와는 비교가 불가능할 정도로 빠르게 변화하고 있고 전체 시스템의 변화를 초래하고 있다. 현재 비즈니즈의 경쟁력을 높여 새로운비즈니스 모델을 통해 성장을 추구하고, IoT기술, 인공지능(AI)등 정보기술을 서비스에 적용, 활용하여 급변하는 시장에서 다양하고 복잡해지고 있는 고객과의 상호작용에 새로운 방식을 제공한다. 특시 소상공인은 살아남기 위해서는 고유 특정 자원을 소유하려는 능력뿐 아니라 정보 기술의 도입은 중요한 성공 요인으로 디지털기술 발전에 적응해야 한다. 기존의 기술기반셀프서비스 연구는 기술 수용을 기반으로 새로운 정보기술에 대한사용자의 태도에 대한 연구들이 많이 발전하였다. 본 연구는 소비자와 제공자와의 직접적인 접촉이 이루어지는서비스 제공자인 소상공인을 중심으로 분해된 계획행동이론을 기반으로 태도적 신념, 규범적 신념, 통제적 신념에 따라 도입 의도에 영향을 미치는 요인에 대해 알아보고자 하였다. [연구방법] TBSS를 향후 도입할 의향이 있는 소상공인을 대상으로 하여 메일 및 모바일 조사를 통해 데이터를 수집하여 전체 182부를 SMART PLS를 사용하여 결과를 분석하였다. [연구결과] 본 연구에 의하면 소상공인들은 기기를 도입함에 있어 얻는 이익과 손실을 바탕으로 도입의도의여부를 판단하여 중요한 요인임을 설명하고 있다. 연구 결과에 의하면 비용은 영향을 미쳤으나 위험은 기각되었음을 확인할 수 있다. 이는 소상공인의 의사결정이 기술로 이해 발생하는 위험보다 당장 발생하는 비용에더 큰 의미가 있다고 여겨진다. 따라서 기술을 도입할 수 있도록 정부나 지자체가 자금 지원을 통해 현실적으로적합한 수단을 선택하도록 지원한다면 소상공인의 경영성과에 긍정적인 영향을 미칠 수 있을 것이다. [연구의 시사점] 4차산업혁명으로 인해 모든 면에서 촉진되는 디지털 전환으로 소상공인에도 디지털 전환지원이 필요하다. 이에 본 연구를 통해 디지털 경제 시대의 소상공인의 디지털 역량이 핵심 요소로서 적극 대응할필요가 있음을 확인하였다. 소상공인의 경쟁력 확보를 위한 방안 중 하나로 기술 도입과 관련하여 아직 미진한디지털 전환의 도입단계에서의 주요 요인 간의 관계를 분석하여 기술 도입 촉진 전략을 수립하는데 기초 자료를 마련하는 점에 의미를 가지고 있다.

Abstract

[Purpose] This study As the 4th industrial revolution received attention, digital transformation rapidly emerged. It is changing so rapidly that it is impossible to compare it to previous changes. It is causing change in the entire system. We pursue growth through new business models by increasing the competitiveness of our current business. By applying and utilizing information technologies such as IoT technology and artificial intelligence (AI) to services, we provide new ways to interact with customers who are becoming more diverse and complex in a rapidly changing market. In particular, small business owners must adapt to digital technology developments in order to survive. The ability to own specific resources and the introduction of information technology are important success factors. Previous TBSS studies have developed a lot of research on users' attitudes toward new information technologies based on technology acceptance. This study targets small business owners who are service providers who have direct contact with consumers and providers. Based on the decomposed theory of planned behavior, we studied factors affecting adoption intention according to attitudinal beliefs, normative beliefs, and control beliefs. [Methodology] Data were collected through email and mobile surveys targeting small business owners willing to adopt TBSS, and a total of 182 copies were analyzed using SMART PLS. [Findings] According to this study, small business owners judge whether or not to introduce a device based on the profits and losses they gain, explaining that this is an important factor. The results of the study confirmed that costs had an impact but risks were dismissed. This has greater significance for the immediate costs incurred than for the risks arising from technology-driven decision-making for small business owners. Therefore, if the government or local governments support the selection of realistically appropriate means, it can have a positive impact on the management performance of small business owners. [Implications] With digital transformation promoted in all aspects due to the Fourth Industrial Revolution, small business owners also need digital transformation support. This study confirmed that the digital capabilities of small business owners in the digital economy era are a key element and that there is a need to actively respond. As one of the ways to secure the competitiveness of small business owners in the introduction stage of digital transformation, the relationship between major factors related to technology introduction was analyzed. This is meaningful in that it provides basic data for establishing a strategy to promote technology introduction.

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