확장된 기술수용모델(ETAM)을 적용한 서빙 로봇의 서비스품질이 지각된 유용성, 지각된 용이성 및 행동의도에 미치는 영향 : 자기효능감의 조절효과를 중심으로 = Effects of Service Quality on Perceived Usefulness, Perceived Ease of Use, and Behavioral Intention of Serving Robots with Extended Technology Acceptance Model : the moderating effect of self-efficacy

다국어 초록 (Multilingual Abstract)

The sustained increases in the minimum wage in recent years have exerted multifaceted effects on the domestic laber market-particularly within the food service sector, including the restaurant industry.
The escalating labor cost burden associated with minimum wage increases, coupled with intensifying recruitment challenges and persistent laber shortages, may pose significant threats to the sustainable operation of the restaurant industry.
In particular, the demand for non-face-to-face technologies has surged since the onset of the COVID-19 pandemic, and the progression toward a super-aged society has led to a continual decline in the working-age population. These demographic and technological shifts necessitate the automation of serving tasks to mitigate the resulting labor shortages and enhance operational efficiency.
With the recent advancements in innovative technologies such as semiconductors and artificial intelligence, user acceptance of the robotics industry is increasing, leading to the active introduction of serving robots.
Indeed, serving robots may enhance profitability through multiple mechanisms-not only by reducing laber costs but also by increasing table turnover, shortening customer wait times, and strengthening the establishment’s brand image.
Accordingly, this study seeks to empirically examine the relationships between the service quality of serving robots and perceived usefulness, perceived ease of use, and behavioral intention, with particular emphasis on the moderating role of self-efficacy.
The specific objectives of this study are as follows: (1) to examine the relationship between service quality and perceived usefulness; (2) to assess the relationship between service quality and perceived ease of use; (3) to investigate the association between perceived usefulness and behavioral intention; (4) to analyze the relationship between perceived ease of use and behavioral intention; (5) to determine the moderating effect self-efficacy on the relationship between perceived usefulness and behavioral intention; and (6) to evaluate the moderating effect of self-efficacy on the relationship between perceived ease of use and behavioral intention.
To address these objectives, a questionnaire was developed based on prior literature these objectives, a questionnaire was developed based on prior literature, and a total of 530 surveys were distributed. Of these, 516 valid responses-excluding 14 unusable questionnaires-were retained for the final analysis.
The findings of this study are summarized as follows.
First, the service quality of serving robots exerted a positive influence on perceived usefulness.
Second, service quality was also shown to have a positive effect on perceived ease of use.
Third, perceived usefulness positively influenced behavioral intention.
Fourth, perceived ease of use likewise had a positive effect on behavioral intention.
Fifth, self-efficacy functioned as a moderating variable in the relationship between perceived usefulness and behavioral intention.
Finally, self-efficacy also serviced as a moderating variable in the relationship between perceived ease of use and behavioral intention.
Drawing on these findings, this study sought to identify strategies for enhancing the service quality of serving robots and to present both theoretical and practical implications pertinent to fostering their adoption.
This study is significant in that it empirically demonstrates the positive effects of service quality, perceived usefulness, ad perceived ease of use on behavioral intention, thereby offering policy implications for addressing labor shortages in the food service industry and fostering a more stable managerial environment.

목차 (Table of Contents)

• (Abstract)
• 제 1 장 서 론 1
• 제 1 절 연구의 배경 및 문제 제기 1
• 제 2 절 연구의 목적 4
• 제 3 절 연구의 방법 및 구성 5
• 1. 연구의 방법 5
• 2. 연구의 구성 6
• 제 2 장 이론적 배경 8
• 제 1 절 서빙 로봇 8
• 1. 서빙 로봇에 대한 이해 8
• 2. 서빙 로봇에 관한 선행연구 12
• 제 2 절 서비스품질 13
• 1. 서비스품질의 개념 13
• 2. 서비스품질의 구성요인 15
• 3. 서비스품질에 관한 선행연구 17
• 제 3 절 확장된 기술수용모델(ETAM) 18
• 1. 기술수용모델(TAM)의 개념 18
• 2. 확장된 기술수용모델의 개념 19
• 3. 확장된 기술수용모델에 관한 선행연구 20
• 제 4 절 지각된 유용성 21
• 1. 지각된 유용성의 개념 21
• 2. 지각된 유용성에 관한 선행연구 23
• 제 5 절 지각된 용이성 24
• 1. 지각된 용이성의 개념 24
• 2. 지각된 용이성에 관한 선행연구 26
• 제 6 절 행동의도 27
• 1. 행동의도의 개념 27
• 2. 행동의도에 관한 선행연구 29
• 제 7 절 자기효능감 30
• 1. 자기효능감의 개념 30
• 2. 자기효능감에 관한 선행연구 32
• 제 3 장 연구설계 33
• 제 1 절 연구모형 및 가설설정 33
• 1. 연구모형 33
• 2. 가설설정 34
• 3. 변수의 조작적 정의 38
• 제 2 절 측정도구 및 조사방법 41
• 1. 설문지 구성 41
• 2. 조사 방법 42
• 제 4 장 실증분석 44
• 제 1 절 조사대상자의 일반적 특성 44
• 1. 인구통계학적 특성 44
• 2. 서빙 로봇 이용 특성 46
• 제 2 절 측정변수의 신뢰성 및 타당성 48
• 1. 신뢰도 분석 48
• 2. 탐색적 요인분석 49
• 3. 상관관계분석 54
• 제 3 절 가설의 검증 57
• 제 5 장 결 론 65
• 제 1 절 연구결과 요약 65
• 제 2 절 연구의 시사점 67
• 1. 학문적 시사점 67
• 2. 실무적 시사점 68
• 제 3 절 연구의 한계점 및 향후 연구방향 71
• 참고문헌 73
• 설문지 89