인공지능 기반 호텔 로비 서비스 로봇의 속성이 고객의 사용 의도에 미치는 영향 = The Influence of Attributes of AI-Based Hotel Lobby Service Robots on Customers' Intention to Use

국문 초록 (Abstract)

세계화와 정보화가 융합되는 시대적 흐름 속에서 인공지능과 로봇 기 술은 서비스 산업의 구조를 근본적으로 재편하고 있다. 특히 고접촉 산 업인 호텔 산업은 지능화와 자동화를 통한 서비스 전환이 불가피한 추세 로 나타나고 있다. 그중에서도 호텔 로비에 배치된 인공지능 서비스 로 봇은 호텔의 운영 효율성과 고객 경험을 동시에 향상시키는 핵심 수단으 로 주목받고 있다. 그러나 이에 대한 고객의 수용 수준이 큰 편차를 보 이며, 기술 경험의 격차가 존재하는 등의 문제점이 나타나고 있다. 이에 본 연구는 인공지능 기반 호텔 로비 서비스 로봇의 속성이 고객의 사용 의도에 미치는 영향 메커니즘을 체계적으로 규명하여 호텔 로비 서비스 로봇의 도입을 촉진할 기초를 제공하고자 한다. 본 연구는 기술수용모델을 기반으로 하여, 사회적 속성(유생성, 호감 도), 물리적 속성(의인화, 안전성), 그리고 지능적 속성(자율성, 학습성, 지각성, 언어)으로 구성된 인공지능 서비스 로봇의 3차원 속성 체계를 구축하였다. 이를 지각된 유용성, 지각된 용이성, 사용 태도, 사용 의도와 연계하여 외부 속성-인지-감정-의도의 이론적 모형을 제시하였다. 설문 조사를 통해 총 300부의 유효 표본을 확보하였으며, SPSS 26.0과 AMOS 27.0를 활용하여 신뢰도 및 타당도 검증과 구조방정식 모형 분석 을 실시하였다. 분석 결과는 다음과 같다. (1) 지능적 속성이 고객의 인지적 평가에 가 장 강한 긍정적 영향을 미치는 것으로 나타났다. (2) 사회적 속성은 지각된 유용성을 향상시키는 요인으로 작용하였다. (3) 물리적 속성 중 안전 성은 지각된 용이성을 강화하는 반면, 의인화 효과는 통계적으로 유의하 지 않았다. (4) 지각된 용이성은 지각된 유용성과 사용 태도를 매개로 하 여 사용 의도에 간접적으로 영향을 미쳤다. 본 연구는 인공지능 서비스 맥락에서 기술수용모델의 적용 가능성을 확장하였으며, 고객의 기술 수용에 작용하는 인지적·감정적 이중 경로 메커니즘을 규명하였다. 또한 호텔 산업에서 서비스 로봇의 설계 및 배 치 전략 수립에 실질적인 시사점을 제공한다는 점에서 학술적 및 실무적 의의를 가진다.

다국어 초록 (Multilingual Abstract)

In the era where globalization and informatization are converging, artificial intelligence and robotics technologies are fundamentally reshaping the structure of the service industry. In particular, in the hotel sector, which is characterized as a high-contact industry, a transition of services through intelligence and automation has become an inevitable trend. Among these developments, AI-based service robots deployed in hotel lobbies have attracted attention as a key means of simultaneously enhancing hotel operational efficiency and customer experience. However, customers' level of acceptance of such robots shows considerable variation, and problems such as gaps in technological experience have emerged. Accordingly, this study aims to provide a basis for promoting the introduction of hotel lobby service robots by systematically identifying the mechanism through which the attributes of AI-based hotel lobby service robots influence customers' intention to use. Drawing on the technology acceptance model, this study establishes a three-dimensional attribute framework for AI-based service robots comprising social attributes (animacy and likeability), physical attributes (anthropomorphism and safety), and intelligence attributes (autonomy, learning, perception, and language). These attributes are linked to perceived usefulness, perceived ease of use, attitude toward use, and intention to use, and an external attributes-cognitionaffect-intention theoretical model is proposed. A total of 300 valid responses were collected through a questionnaire survey, and reliability and validity tests as well as structural equation modeling analyses were conducted using SPSS 26.0 and AMOS 27.0. The main empirical results are as follows. (1) Intelligence attributes exert the strongest positive influence on customers' cognitive evaluations. (2) Social attributes function as factors that enhance perceived usefulness. (3) Within physical attributes, safety strengthens perceived ease of use, whereas the effect of anthropomorphism is not statistically significant. (4) Perceived ease of use indirectly influences intention to use through perceived usefulness and attitude toward use as mediating variables. This study extends the applicability of the technology acceptance model in the context of AI-based services and clarifies a dual-path mechanism-cognitive and affective-underlying customers' technology acceptance. Furthermore, it has both academic and practical significance in that it offers concrete implications for the design and deployment strategies of service robots in the hotel industry.

목차 (Table of Contents)

• Ⅰ. 서론 ················································································································· 1
• 1. 연구 배경 ····································································································· 1
• 2. 연구 목적 ······································································································· 3
• 3. 연구 방법 및 구성 ······················································································· 4
• 3.1 연구 방법 ································································································· 4
• 3.2 연구 구성 ································································································· 5
• Ⅱ. 이론적 배경 ·································································································· 7
• 1. 인공지능 ········································································································· 7
• 1.1 인공지능의 개념 ····················································································· 7
• 1.2 인공지능의 진화 과정 ·········································································· 8
• 1.3 서비스 로봇의 인공지능 핵심 기술 ················································· 10
• 1.4 인공지능의 응용 및 영향 ··································································· 15
• 2. 호텔 서비스 로봇 ······················································································· 18
• 2.1 서비스 로봇 ··························································································· 18
• 2.2 호텔 서비스 로봇의 응용 현황 ························································· 22
• 2.3 호텔 로비 서비스 로봇 ······································································· 31
• 3. 인공지능 기반 호텔 로비 서비스 로봇의 속성 분석 ························· 32
• 3.1 인공지능 기반 호텔 로비 서비스 로봇의 과업수행능력 ············· 32
• 3.2 인공지능 서비스 로봇 속성의 선행연구 ········································· 34
• 3.3 인공지능 기반 호텔 로비 서비스 로봇 속성의 분류 ··················· 39
• 4. 기술수용모델 ······························································································· 46
• 4.1 기술수용모델의 개념 ··········································································· 46
• 4.2 기술수용모델의 발전 과정 ································································ 47
• 4.3 사용 태도 ······························································································· 56
• 4.4 사용 의도 ······························································································· 57
• Ⅲ. 연구 모형 및 가설 수립 ········································································ 60
• 1. 연구 모형 ····································································································· 60
• 2. 연구 가설 ····································································································· 62
• 2.1 사회적 속성과 지각된 유용성 간의 연구 가설 ····························· 62
• 2.2 지능적 속성과 지각된 유용성 및 지각된 용이성 간의 연구 가설 ········ 64
• 2.3 물리적 속성과 지각된 용이성 간의 연구 가설 ····························· 70
• 2.4 지각된 용이성과 지각된 유용성 간의 연구 가설 ························· 73
• 2.5 지각된 유용성 및 지각된 용이성과 사용 태도 간의 연구 가설 74
• 2.6 지각된 유용성과 사용 의도 간의 연구 가설 ································ 75
• 2.7 사용 태도와 사용 의도 간의 연구 가설 ········································· 76
• 3. 조사 설계 ····································································································· 77
• Ⅳ. 가설 검증 및 결과 해석 ········································································ 79
• 1. 가설 검증 ····································································································· 79
• 1.1 인구통계적 특성 ··················································································· 79
• 1.2 정규성 검정 ··························································································· 80
• 1.3 신뢰성 분석 ··························································································· 81
• 1.4 탐색적 요인분석 ··················································································· 82
• 1.5 수렴 타당성과 판별 타당성 분석 ····················································· 87
• 1.6 구조방정식 모형 분석 ········································································· 91
• 2. 결과 해석 ····································································································· 94
• 2.1 인공지능 기반 호텔 로비 서비스 로봇 속성과 지각된 유용성 간의 인과 관계 고찰 ··· 95
• 2.2 인공지능 기반 호텔 로비 서비스 로봇 속성과 지각된 용이성 간의 인과 관계 고찰 ····· 98
• 2.3 지각된 유용성 및 지각된 용이성, 사용 태도 및 사용 의도의 인과 관계 고찰 ···· 100
• Ⅴ. 결론 ············································································································· 103
• 1. 연구 결과의 요약 ····················································································· 103
• 2. 연구의 시사점 ··························································································· 104
• 2.1 학술적 시사점 ····················································································· 105
• 2.2 실무적 시사점 ····················································································· 106
• 3. 연구의 한계 및 향후 연구 방향 ··························································· 108
• 3.1 연구의 한계 ························································································· 108
• 3.2 향후 연구 방향 ··················································································· 109
• 참고문헌 ········································································································· 111
• 부 록 ········································································································· 128
• Abstract ········································································································· 140