통합기술수용이론(UTAUT)을 활용한 의약외품 소비자 구매의도분석 : 건강관심도와 가격민감도의 조절효과를 중심으로 = A UTAUT-Based Analysis of Consumers’ Purchase Intention for Quasi-Drugs: Moderating Effects of Health Consciousness and Price Sensitivity

다국어 초록 (Multilingual Abstract)

This study examines online purchase behavior of quasi-drug consumers amid growing social interest in health and the expansion of digital distribution environments.
Quasi-drugs constitute a hybrid category between pharmaceuticals and general consumer goods, providing limited medicinal efficacy while remaining accessible without prescription. Since the COVID-19 pandemic, heightened awareness of hygiene and immune management has normalized quasi-drug consumption as part of everyday health practices. Concurrently, purchasing channels have shifted rapidly from offline to online platforms, where consumers assess product information, efficacy, reviews, and prices. These trends indicate that quasi-drug consumption should be conceptualized as a technology-and trust-based consumer behavior.
Drawing on the Unified Theory of Acceptance and Use of Technology (UTAUT), this study investigates the effects of technology acceptance factors—performance expectancy, effort expectancy, social influence, and facilitating conditions—on product trust, platform trust, and purchase intention. In addition, the moderating roles of health consciousness and price sensitivity are empirically tested to clarify how technological factors and personal values jointly shape purchase behavior. Data were collected through an online survey conducted in September 2025 with 358 consumers who had purchased quasi-drugs via online platforms within the previous month. Structural equation modeling using SPSS 25.0 and AMOS 20.0 was employed.
The results indicate that performance expectancy, social influence, and facilitating conditions positively affect both product trust and platform trust, whereas effort expectancy does not significantly influence trust formation. Product trust and platform trust significantly increase purchase intention, and performance expectancy and effort expectancy also exert direct positive effects on purchase intention. Furthermore, price sensitivity negatively moderates the effects of both types of trust on purchase intention, while health consciousness positively moderates the relationship between product trust and purchase intention. These findings demonstrate that quasi-drug consumption is formed through the interaction of technology acceptance factors, trust, and individual health- and price-related values.

목차 (Table of Contents)

• I. 서 론 1
• 1. 연구의 배경 및 목적 1
• 1) 연구의 배경 1
• 2) 연구의 목적 4
• 2. 연구의 방법 및 논문의 구성 6
• 1) 연구의 방법 6
• 2) 논문의 구성 7
• II. 이론적 배경 8
• 1. 의약외품 8
• 1) 의약외품의 개념 8
• 2) 국내 의약외품 산업 현황 11
• 2. 통합기술수용이론 23
• 1) 기술수용이론의 개념 23
• 2) 통합기술수용이론의 개념 35
• 3) 통합기술수용이론의 구성요소 36
• 4) 통합기술수용이론의 확장 39
• 3. 신뢰 44
• 1) 제품신뢰 45
• 2) 플랫폼신뢰 46
• 4. 건강관심도 47
• 1) 건강관심도의 개념 47
• 2) 건강관심도의 측정도구 48
• 5. 가격민감도 50
• 1) 가격민감도의 개념 50
• 2) 가격민감도의 측정도구 52
• 3) 가격민감도의 영향요인 55
• III. 연구모형과 조사설계 57
• 1. 연구모형과 연구가설의 설정 57
• 1) 연구모형 57
• 2) 연구가설의 설정 58
• 2. 변수의 조작적 정의 66
• 1) 기술수용요인 66
• 2) 신뢰 67
• 3) 구매의도 68
• 4) 가격민감도 68
• 5) 건강관심도 69
• IV. 실증분석 70
• 1. 자료의 수집 70
• 1) 조사개요 70
• 2) 인구통계학적 특성 70
• 3) 기술통계 72
• 2. 측정항목의 평가 73
• 1) 신뢰성 분석 73
• 2) 상관분석 74
• 3) 확인적 요인분석(CFA) 75
• 3. 연구가설의 검정 77
• 1) 경로분석 77
• 2) 조절효과 분석 80
• V. 결 론 86
• 1. 연구 결과 요약 및 논의 86
• 2. 연구의 시사점 92
• 3. 연구의 한계점 및 향후 연구방안 93
• 참고문헌 94
• ABSTRACT 103
• 설문지 105