스마트그리드 기술의 소비자수용모델: 구조방정식모형을 이용한 접근
Consumers' Smart Grid Acceptance Model : Structural Equation Modeling Approach
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초록
본 연구는 소비자들이 어떻게 스마트그리드 기술을 수용하는지를 예측․설명해 주는 ‘스마트그리드 기술의 소비자수용모델’을 제시하였다. 모델을 설정하는 데는 기술수용모델(TAM)을 바탕으로, 구조방정식모형 접근을 이용하였다. 전문가집단을 대상으로 분석한 Study1에 더하여, 소비자를 대상으로 한 Study2를 통해 모델을 정교화 하였다. 본 연구는 스마트그리드 기술의 수용상황에 있어서 어떠한 요소들이 작용하는 지를 설명하는 모델을 제안한 최초의 연구라는 학문적 공헌을 하였다. 한편, 사용자가 어떠한 동기로 스마트그리드 AMI서비스를 채택하게 되는지를 설명해 줌으로써, 정부정책 및 방향성을 제시하는 실무적 공헌점이 있다. 모델 추정결과 전문가와 소비자 간에 차이가 있음을 보였다. 이는 일반 사용자들의 스마트그리드 기술에 대한 사용의도가 정부가 의도한 방향과 다른 방식으로 형성됨을 보여주고, 사용자 입장에서의 바람직한 정책적 접근방법을 제시한다.
Abstract
This study suggests that "Consumers' Smart Grid Acceptance Model" explain and forecast a consumers' psychological process of Smart Grid technology acceptance. It is constructed on the basis of Technology Acceptance Model(TAM). Survey data from an expert group are utilized to estimate the proposed model in study1 while study2 is based on a sample from general consumers. Through the two studies, the model could be more elaborate. The model estimation output suggested that the intention of the expert group has disparities from consumers' attitude and behavior towards Smart Grid. It is a first study proposing a model specifying what factors affect consumers' usage intention. Meanwhile, this research has a practical contribution towards forming governmental policy and planing optimized approach to distribute the Smart Grid AMI service. Moreover, the result that there were differences between experts and consumers points out that consumers' Smart Grid usage intention can be formed differently from the direction intended by the government, and finally the study gives an invaluable advice on the appropriate approach to end users.
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