로봇 가이드 수용의도의 추진요인과 방해요인 탐색 - 전통 서비스의 역할 - = Exploring the Drivers and Barriers to the Acceptance of Robot Guides - The role of Traditional Service -

다국어 초록 (Multilingual Abstract)

This study identifies the factors influencing the intention to use robot guides by integrating the Technology Acceptance Model (TAM), service Robot Acceptance Model (sRAM), and Innovation Resistance Theory.
Specifically, it examines the dual roles of drivers and barriers. Additionally, it investigates how a preference for traditional human services affects these perceptions and intention to use robot guide. Data were collected in August 2025 from participants with experience of service robots. The results show that three drivers (perceived ease of use, usefulness, and enjoyment) and one barrier (perceived risk) of using robot guide are extracted. Additionally, the results analyzed, using PROCESS Macro (Model 4), reveal that a preference for traditional services negatively impacts the drivers (most significantly on perceived enjoyment) and positively impacts perceived risk. Furthermore, perceived ease of use and usefulness were found to significantly mediate the relationship between traditional service preference and usage intention. These findings provide theoretical and practical implications.