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[국내논문] 자동차 산업에서의 사용자만족과 지속사용의도에 관한 연구: 기대일치모형을 중심으로
A Study on User Satisfaction and Continuity Usage Intention in the Automotive Industry: Focusing on the Expectation Confirmation Model 원문보기

벤처창업연구= Asia-Pacific journal of business and venturing, v.16 no.5, 2021년, pp.189 - 203  

한상인 (호남대학교 경영학과) ,  장석주 (호남대학교 경영학과)

초록
AI-Helper 아이콘AI-Helper

기술 발전과 산업 생태계 변화로 고객의 욕구를 만족시킬 수 있는 서비타이제이션(servitization)의 필요성이 강조되고 있다. 본 연구는 첨단기술이 융합된 자동차를 이용하고 있는 사용자의 사용전 기대와 사용 후 만족이 지속사용의도에 어떠한 영향을 주는지 살펴보기 위해 기대일치모형(Expectation Confirmation Model)을 적용하여 연구하였다. 본 연구의 목적은 첨단기술기반 자동차와 관련된 제품과 서비스를 제공하는 기업이 연관 기관과 협력하여 빠르게 변화하는 기술과 환경을 소비자에게 전달할 수 있도록 기초자료를 제공하는데 있다. 연구의 목적을 달성하기 위해 첨단기술이 포함된 자동차를 이용하는 사용자를 대상으로 자료를 수집하였고 수집된 자료의 분석은 SPSS 26.0 프로그램과 SMART PLS 2.0의 통계패키지를 이용하여 가설을 검증하고 논리적 근거를 알아보았다. 이에 본 연구는 사용자의 사용 전, 후 관계에 대한 기대일치(Expectation Confirmation), 지각된 용이성(Perceived Ease), 지각된 유용성(Perceived Usefulness), 사용자만족(User Satisfaction), 습관적 이용(Habitual Use), 지속사용의도(Continuance Usage Intention)를 사용하여 모델을 구성하였고, 가설 검증결과 모두 유의미한 영향을 미치는 것으로 검증되었다. 첨단기술을 접목한 자동차의 사용은 일상생활의 편의와 업무능률의 향상을 가져오며, 사용자의 만족과 더 나아가 지속사용의도로 이어지는 것으로 조사되었다. 본 연구의 시사점으로 새로운 자동차 시장의 확대와 더 편리한 기능, 많은 기능을 가진 자동차를 쉽고 편리하게 사용할 수 있도록 자동차 회사와 연관 기관의 지속적인 성장과 변화의 흐름을 파악하는데 영향을 줄 것으로 기대한다.

Abstract AI-Helper 아이콘AI-Helper

Environmental changes, which are strongly requiring technological cooperation, such as technological development and strategic alliances according to industrial ecosystem change, have a significant impact on not only product quality but also services. Thus, there is a need for 'servitization' that c...

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