기술기반 셀프서비스의 어떤 특징이 소비자의 사용태도에 영향을 미치는가? = What Factors in TBSS(Technology-Based Self-Service) would Influence Consumer's Usage Attitude?

다국어 초록 (Multilingual Abstract)

This study examines what underlying factors in TBSS(Technology-Based Self-Service) would influence on the consumer's attitude and usage intention of the service. Out of all TBSSs out there, the automatic movie ticket dispenser was chosen so that it can easily be compared with that of manual operation, the ticket counter. Total of 241 valid study samples with previous experience on the usage of the machine were surveyed. The demographic composition of the sample population between men and women was about the equal in size, ages between 10~30s. Ten variables with 43 attributes were tested with 17hypotheses. The results indicated that the convenience, thriftiness, and self-efficacy were positively related to the positive attitude on the usage of TBSS. The thriftiness and playfulness are positively related to the positive attitude on the usage of TBSS, especially on the group whose level of new technology readiness is low. This implies such dimensions as time savings, speed, and user experience should carefully be considered when managing TBSS.
The findings of the study also signified that most of today's users tend not to conceive convenience and usefulness as competitive part of the new technology.
They are taken as natural part of the newly introduced system for granted.

참고문헌 (Reference)

1 김광용, "통방 융합 환경 멀티미디어 콘텐츠 서비스를 위한 소비자 선호도 연구" 한국방송공학회 11 (11): 130-137, 2006

2 오인수, "일반적 자기효능감: 개념, 측정관련 이슈와 인적자원관리 측면의 시사점" 한국산업및조직심리학회 15 (15): 9-72, 2002

3 허명숙, "소비자 신뢰와 e-Shopping 수용에 관한 실증적 연구" 15 (15): 145-175, 2005

4 황용은, "모바일 인터넷 지속사용의도에 영향을 미치는 요인에 대한 개인의 지각과 사회적 영향 측면에서의 실증연구" 국제e-비즈니스학회 7 (7): 1-164, 2006

5 양희진, "다차원적 기술기반셀프서비스(TBSS) 편리성과 다차원적 지각된 비용이 TBSS 품질과 고객생산성, 고객가치에 미치는 영향" 한국전략마케팅학회 18 (18): 67-91, 2010

6 한상린, "기술준비도가 Self-Service Technology의 사용의도에 미치는 영향" 8 (8): 51-63, 2009

7 류혜경, "기술기반셀프서비스 태도에 관한 연구: 개인특성의 조절효과 이용" 충남대학교 2004

8 민병권, "기술기반 셀프서비스 사용자 수용 요인에 관한 연구" 한국기술혁신학회 13 (13): 204-231, 2010

9 홍성태, "가정용 지능형 로봇 서비스 수용 의도에 영향을 미치는요인에 관한 연구- 기술수용모델과 혁신확산모델의 적용" 한국마케팅학회 9 (9): 271-303, 2008

10 Laukkanen Tommi, "convenience as consumer value in electronic banking" 1-7, 2004

11 Berry, L. L, "Understanding Service Convenience" 66 (66): 1-17, 2002

12 Parasuraman A, "Technology readiness indes(TRI)" 2 (2): 307-320, 2002

13 Davis,Fred.D, "Technology Acceptance Model for Empirically Testing New End User Information Systems: Theory and Results" Sloan School of Management,Massachusetts Institute of Technology 1986

14 Webster, R, "Statistical Methods in Soil and Land Resource Survey" Oxford University Press 1990

15 Mearian, "Staples Installing Internet Kiosks in all U.S.Retail Stores" 30 (30): 1-3, 2001

16 Meuter, M. L, "Self-Service Technologies: Understanding Customer Satisfaction With Technology-Based Service Encounters" 64 (64): 50-60, 2000

17 Bandura, "Self-Efficacy: Toward a Unifying Theory of Behavioral Change" 84 (84): 191-215, 1977

18 Van Gorder,B.E, "Satisfying the customer of the ’90s" 16 (16): 10-15, 1990

19 Parasuraman, A, "SERVQUAL:A multiple-item scale for measuring consumer perceptions of service quality" 64 (64): 12-40, 1988

20 Seiders K., "SERVCON:development and validation of a multidimensional service convenience scale" 35 (35): 144-156, 2007

21 Webster,E.J, "Playfulness and Computers at Work" New York University 1989

22 Bagozzi, "Intentional social action in virtual communities" 21 (21): 2-21, 2002

23 Zhu, Faye X, "IT-based services and service quality in consumer banking" 13 (13): 69-90, 2002

24 Van Beuningen, J, "Customer Self-Efficacy in Techonology-Based Self-Service" 11 (11): 407-428, 2009

25 Dabholkar,P.A, "Consumer evaluations of new technology-based self-service options:an investigation of alternative models of service quality" 13 (13): 29-51, 1996

26 Holbrook,M.B, "Consumer Value: A Framework for Analysis and Research" Routledge 1-28, 1999

27 Meuter M. L, "Choosing among alternative service delivery modes:an investigation of customer trial of self-service technologies" 69 (69): 61-83, 2005

28 Gelderman, C. J., "Choosing Self-Service Techonologies or Interpersonal Services - The Impact of Situational Factors and Technology - Related Attitudes" 18 (18): 414-421, 2011

29 Zeithaml, V. A, "Characteristics Affecting the Acceptance of Retailing Technologies: A Comparison of Elderly and Nonelderly Consumers" 63 (63): 49-68, 1987

30 Lin, Jiun-Sheng C, "Assessing the Self-service Techonology Encounters:Development and Validation of SSTQUAL Scale" 87 (87): 194-206, 2011

31 Ledingham,J.A, "Are consumers ready for the information age?" 24 (24): 31-37, 1984

32 Dabholkar, P. A, "An attitudinal model of technology-based self-service:moderating effects of consumer traits and situational factors" 30 (30): 184-201, 2002

33 Tsikriktsis,N, "A Technology Readiness-Based Taxonomy of Customers" 7 (7): 42-52, 2004