[논문]디지털로 전환된 서비스의 지각된 상호작용이 기술수용의도에 미치는 영향

이동엽; 김귀곤

doi:10.14400/jdc.2021.19.11.287

디지털로 전환된 서비스의 지각된 상호작용이 기술수용의도에 미치는 영향
Effects of Perceived Interactions of Digital Transformed Services on Intention to Accept Technology 원문보기

디지털융복합연구 = Journal of digital convergence, v.19 no.11, 2021년, pp.287 - 300

이동엽 (금오공과대학교 컨설팅학과) , 김귀곤 (금오공과대학교 경영학과)

초록
AI-Helper

본 연구의 목적은 기술발전과 비대면서비스의 증가에 의해 전통적인 서비스가 디지털서비스로 전환되고 있으므로, 디지털로 전환된 서비스가 수용자의 사용의도에 미치는 영향관계를 검증하는 데 있다. 연구는 프로그램 개발 절차와 프로그램 효과성 검증 절차로 이루어졌고, 다중회귀분석과 함께 조절된 매개효과를 검증하기 위해 Bootstrapping을 실시하였다. 연구대상은 국내에 거주하는 대학(원)생과 일반인 323명을 대상으로 진행되었다. 연구결과. 첫째, 디지털로 전환된 서비스의 지각된 상호작용 세 요인(지각된 커뮤니케이션, 지각된 제어, 지각된 반응성)은 지각된 유용성과 지각된 사용용이성에 각각 긍정적인 영향을 주는 것으로 나타났다. 둘째, 기술수용의도의 영향관계를 검증하였다. 셋째, 디지털로 전환된 서비스의 지각된 상호작용 세 요인이 사용의도에 미치는 영향은 지각된 유용성과 지각된 사용용이성에 의해 매개됨을 확인할 수 있었다. 넷째, 디지털 격차에 의한 조절된 매개효과를 확인하였다. 그 결과, 디지털로 전환된 서비스의 지각된 상호작용 세 요인이 디지털로 전환된 서비스 사용의도의 중요한 요인임을 확인했고, 디지털격차에 의해 디지털전환 서비스에 대한 수용의도가 달라질 수 있으므로 국가과 기업차원의 디지털격차를 최소화하기 위한 노력이 필요함을 시사한다.

Abstract ▼ AI-Helper

The purpose of this study is to verify the influence relationship of digitally converted services on consumers' intention to use since traditional services are being converted to digital services due to technological development and increase in non-face-to-face services. The study consisted of a program development procedure and a program effectiveness verification procedure, and bootstrapping was performed to verify the mediating effect adjusted along with multiple regression analysis. The subjects of this study were 323 university (graduate) students and the general public residing in Korea. Results. First, it was found that the three perceived interaction factors (perceived communication, perceived control, and perceived reactivity) of digital transformed services had a positive effect on perceived usefulness and perceived ease of use, respectively. Second, the relationship of influence of technology acceptance intention was verified. Third, it was confirmed that the effect of the three perceived interaction factors of digital transformed services on intention to use was mediated by perceived usefulness and perceived ease of use. Fourth, the mediating effect mediated by digital disparity was confirmed. As a result, it was confirmed that the three perceived interaction factors of the digitally converted service are important factors in the intention to use the digitally converted service. This suggests that efforts are needed to minimize the digital divide.

주제어

표/그림 (12)

그림 Fig. 1. The research model
표 Table 1. Demographic characteristics of the sample
표 Table 2. Correlation analysis
표 Table 3. The effect of perceived interactivity on perceived usefulness
표 Table 4. The effect of perceived interactivity on perceived usefulness
표 Table 5. The effects of perceived usefulness and perceived ease of use on intention to use
표 Table 6. Bootstrapping test of mediation effect of perceived usefulness
표 Table 7. Bootstrapping test of indirect effect of perceived usefulness
표 Table 8. Bootstrapping test of mediating effect of perceived ease of use
표 Table 9. Bootstrapping test of indirect effect of perceived ease of use
표 Table 10. Test of moderated mediating effect of digital divide
표 Table 11. Test of indirect effect bootstrapping in moderated mediating effect

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