TAM모형을 이용한 비서의 정보시스템 및 인터넷활용에 관한 실증적 연구

정성휘(Jeong Seong-Hwi) 한국비서학회 2009 비서·사무경영연구 Vol.18 No.1

본 연구는 비서의 직무수행에 있어 정보시스템 및 인터넷 활용이 많아지고 있는 현실에 주목하여, 정보시스템 수용에 관한 주요모델인 정보수용모델(Technology Acceptance Model TAM)을 적용하여 비서의 정보시스템 및 인터넷 사용에 영향을 미치는 요인들을 실증적으로 분석해보았다. 연구모델을 설계하기 위해 정보시스템의 수용에 영향을 미치는 요인들을 이론적으로 살펴보았으며, 이를 토대로 비서의 업무환경에 적용하여 개인적요인, 직무요인, 상황적인 요인들을 찾아 TAM모형의 선행변수로 삼아 모형과 연구가설을 도출하였다. 이를 실증적으로 검증하기 위해 비서를 대상으로 설문지 분석을 하였다. 분석결과는 다음과 같다. 먼저 TAM모형에 주요변수인 인지된 유용성에 영향을 미치는 요인은 비서의 컴퓨터자기유능감, 직무관련성, 상사압력, 조직적지원으로 밝혀졌으며, 인지된 용이성에 영향을 미치는 요인은 컴퓨터 자기유능감과 조직적 지원으로 분석되었다. 또한 인지된 유용성과 인지된 용이성이 사용의도에 유의한 영향요인으로 나타나 TAM의 모형이 검증되었다. 또한 인지된 유용성의 매개효과도 밝혀졌다. 본 연구의 의의는 다음과 같다. 첫째, 비서직의 정보시스템 및 인터넷에 영향을 미치는 요인을 밝힘으로 비서학 분야의 이론적인 확장을 가져왔으며, 둘째, TAM모형을 비서직에 적용시킴으로 TAM모형의 확장을 시켰으며, 셋째 두 가지 요인에 모두 컴퓨터자기유능감과 조직적 지원이 영향을 미친다는 사실은 비서의 원활한 정보시스템 활용을 위해 조직의 물리적인 노력(훈련, 상담, 지원)이 필요하며 또한 교육과정에서 상황적인 컴퓨터 활용수업을 통해 컴퓨터자기유능감을 높힐 수 있다는 실무적인 의의를 갖는다. The secretaries' application of IS and Internet to work is very important and critical m modern business environment. Technology Acceptance Model(TAM)is one of the moot influential research models for studying determinants how users accept IS. Also, TAM is best known and most widely accepted for describing the user's IS and Internet acceptance process. This study applied TAM to investigate secretaries acceptance of IS and Internet in office situation. The purpose of this paper is to expand TAM based on the secretaries circumstances and then evaluate the expanded model, and to identify factors that affect secretaries' usage of IS and Internet. Data were collected through a questionnaire from 169 secretaries for this empirical study. I conducted multiple regression analysis using the SPSSWIN 11.5 for testing effects of personal, job, and environmental characteristics on secretaries usage of IS and Internet. The major findings of this study are summarized as follows; First. computer self-efficacy, job relevancy, employer pressure, and organizational support have significant positive relations with the Perceived Usefulness(PU). Second, computer self-efficacy and organizational support have significant positive relations with the Perceived Easy of Use(EOU). Third, PU have significant mediating effect between EOU and use intention. Findings from this study provide information that may be useful to the understanding of secretaries' usage of IS and Internet. This study empirically tested if TAM is significantly applied to the secretaries circumtances. The results imply that organizational policy for consulting support and physical equipment is needed. Organizational support for imploving PU and EOU is recommended for more IS implementation in office situation. For future research, methods other than questionnaire survey are suggested to get more precise and objective findings.

패션 T-commerce 구매의도의 영향요인에 관한 연구: 확장 기술수용모형(TAM)을 중심으로

이승희 ( Seung Hee Lee ),이은옥 ( Un Ok Lee ),우종필 ( Jong Pil Yu ) 한국소비자학회 2011 소비자학연구 Vol.22 No.1

본 연구는 기술수용모형(TAM)을 토대로 패션제품 T-Commerce에 영향을 미치는 요인을 규명하고자 하였다. 이를 위해 기존의 TAM 모형에서 중요하게 사용되었던 선행변인 (자기효능감, 기술혁신성, 즐거움) 이외에도 패션제품의 특성상 유행관여라는 새로운 변수를 TAM 모형에 하여 확장된 TAM 모형이 패션제품 T-Commerce의 구매의도에 어떤 영향을 미치는지 검증하고자 하였다. 제시한 연구모형은 구조방정식모델을 통하여 분석 되었다. 분석결과 자기효능감은 지각된 용이성에 영향을 미치는 것으로 나타났으며, 기술혁신성은 즐거움에 영향을 미치는 것으로 나타났다. 유행관여는 모든 변수에 영향을 미치는 것으로 나타났으며, 지각된 사용용이성은 유용성과 즐거움에 영향을 미치고, 지각된 유용성, 사용용이성, 즐거움 모두 구매의도에 영향을 미치는 것으로 나타났다. 수정 된 연구모형에서도 유행관여가 구매의도에 직접 영향을 미치는 것으로 나타나 유행관여가 T-commerce에 매우 주요한 변인임을 밝혀주었다. 본 연구결과를 토대로 패션 T-Commerce 구매의도의 예측변인들을 밝히고, 구매의도를 높일 수 있는 활용방안을 모색함으로써 향후 패션 T-Commerce 리테일러들에게 T-Commerce기획 및 마케팅전략 에 도움이 되는 실무적인 시사점을 제시하고자 한다. Due to rapid advances in digital technologies, with the development of interactive television, televisions can be transformed into an e-commerce medium into T-commerce. T-commerce is expected to change consumers` shopping styles as a new shopping channel, more specifically on fashion shopping channel. Thus, it is necessary to understand what kinds of variables would affect on consumers` attitudes or purchasing intention toward fashion T-commerce. Therefore, the purpose of this study was to examine antecedents of purchase intention toward fashion T-Commerce based on Technology Acceptance Model (TAM). Also this study attempted to provide a theoretical framework for expanding TAM model for fashion TCommerce based on previous studies which tested on self-efficacy, technology innovation`, ``joyfulness``. In addition, this study added ``fashion involvement`` as a new variable based on Technology Acceptance Model for testing if the fashion involvement variable would be impact on ``perceived usefulness``, ``perceived ease of use``, and ``perceived joyfulness`` significantly. Based on literature review, a research model was proposed with five hypotheses for this study as follows: H1) Self-efficacy is positively related to perceived usefulness, perceived ease of use, and perceived joyfulness in T-commerce. H2) Technology innovation is positively related to perceived usefulness, perceived ease of use, and perceived joyfulness in T-commerce. H3) Fashion involvement is positively related to perceived usefulness, perceived ease of use, and perceived joyfulness in T-commerce. H4) Perceived ease of use is positively related to perceived usefulness, and perceived joyfulness in T-commerce. H5) Perceived usefulness, perceived ease of use, and perceived joyfulness is positively related to consumers` purchase intention toward T-commerce. Two hundreds thirty-seven female participants in age group of 20s - 30s participated in this study. For data analysis, SPSS 12.0 and Structure Equation Modeling (SEM) was used to test the research model and all hypotheses. For this study, stimuli for showing the process of T-commerce shopping were manipulated. Through pre-test, the questionnaires were distributed to respondents. To ensure data validity and reliability, internal consistent validity and discriminate validity were examined. evidence demonstrated satisfactory data for validity and reliability. Also the structural model presented showed adequate overall goodness-of-fit with observed data (χ2=25.25, d.f.=3, p<0.001; GFI=0.972, AGFI=0.737, CFI=0.960, RMR=0.054, NFI=.957). The results are as follows: First, ``self-efficacy`` was positively related to ``perceived ease``, but not ``perceived usefulness`` or ``perceived joyfulness``. Second, ``technology innovation`` was positively related to ``perceived joyfulness``, but not ``perceived usefulness`` or ``perceived ease of use``. Third, ``fashion involvement`` was positively related to all three variables -- ``perceived usefulness``, ``perceived ease of use``, and ``perceived joyfulness``. Forth, ``perceived ease of use`` was positively related to ``perceived usefulness`` and ``perceived joyfulness``. Fifth, ``perceived usefulness``, ``perceived ease of use`` and ``perceived joyfulness`` were positively related to consumers`` ``purchase intention`` toward T-commerce. Finally, based on the revised research model, fashion involvement was positively related to consumers` purchase intention toward T-commerce directly. Based on these results, the proposed model showed that it can be adapted for measuring consumers` purchasing intentions toward fashion using t-commerce with the propositions of Technology Acceptance Model. Perceived usefulness, perceived ease of use, perceived joyfulness and fashion involvement affected consumers` purchase intention toward fashion t-commerce. Especially, when fashion involvement was added to Technology Acceptance Model as a determinant variable, it significantly affected all of the perceived variables such as usefulness, ease of use, and joyfulness as well as purchasing intention toward T-commerce. The results of this study would provide T-commerce retailers or T-commerce marketers with fashion marketing strategies about fashion T-commerce. There were some limitation from this study. For further study, more variety of respondents in different ages or different living areas need to be examined. Also, longitudinal examination of variables which influence consumers` purchase intention using T-commerce is an research area for being examined.

예비 특수교사의 가상현실 기술수용모형(VR-TAM) 검증 및 몰입 경험의 조절 효과

백종남 한국특수교육교과교육학회 2024 특수교육교과교육연구 Vol.17 No.1

이 연구는 예비 특수교사의 가상현실 기술수용모형(Virtual Reality-Technology Acceptance Model, VR-TAM)을 검증하였으며, 이 모형에서 몰입 경험에 따른 조절 효과가 있는지 알아보았다. 이 연구를 위해 대학의 유아특수교육과와 특수교육과에 재학 중인 259명 대학생을 대상으로 VR 기술 수용과 VR 몰입 경험을 측정하였다. 연구 결과는 다음과 같다: 첫째, 예비 특수교사의 VR-TAM의 모형은 지각된 유용성과 사용 의도 간의 직접 효과가 없는 형태로서, 전통적인 TAM과는 다른 설명력을 가지면서 적합성을 갖추고 있다. 둘째, 예비 특수교사의 VR-TAM은 몰입 경험에 따른 조절 효과가 나타났다. 특히 낮은 몰입을 경험한 예비 특수교사는 높은 몰입을 경험한 예비 특수교사보다 지각된 용이성이 사용 만족도에 더 큰 영향을 미친다. 이 연구는 예비 특수교사의 VR 기술을 통한 정보관리 역량 향상을 위한 시사점을 제공한다. VR 기술을 설계하고 구현할 때, 낮은 몰입도를 가진 사용자들에게는 기술 사용의 용이성을 강조하고, 높은 몰입도를 가진 사용자에게는 보다 풍부하고 상호작용적인 경험을 제공함으로써, 모든 사용자가 VR 기술을 통해 최대한의 교육적 이익을 얻을 수 있도록 해야 한다. 마지막으로, 이 연구의 한계점과 후속연구 제언을 제시하였다. This study verified the Virtual Reality-Technology Acceptance Model (VR-TAM) in the use of virtual reality by pre-service early childhood special education teachers and pre-service special education teachers, and examined whether there is a moderating effect according to the immersion experience. For this study, VR technology acceptance and VR immersion experience were measured for 259 college students enrolled in the special education departments of universities. The research results are as follows: First, the VR-TAM model for pre-service special education teachers has a form that has no direct effect between perceived usefulness and intention to use, and is suitable while having different explanatory power from the traditional TAM model. Second, the VR-TAM model for pre-service special education teachers showed a moderating effect according to the immersion experience. In particular, pre-service special education teachers have a greater influence in low-immersion groups in the relationship that perceived ease of use affects satisfaction. This study provides implications for enhancing information management competencies among pre-service special education teachers through VR technology. When designing and implementing VR technology, it is important to emphasize usability for users with low immersion levels, while providing richer and more interactive experiences for users with high immersion levels. This ensures that all users can obtain maximum educational benefits through VR technology. Finally, the limitations of this study and suggestions for future research were presented.

기술수용모델(TAM)을 적용한 호텔 로봇 서비스의 의인화와 사용의도에 관한 연구

홍민정(Min Jung Hong),김희정(Hee Jung Kim) 대구과학대학교 국방안보연구소 2024 사회융합연구 Vol.8 No.2

본 연구에서는 서비스 접점에서 단순 기계적인 로봇이 아닌 인간과 로봇의 상호작용(HRI) 측면에서 인간과 유사한 특징을 지닌 의인화된 로봇 서비스 도입에 주목하였다. 또한, 새로운 기술수용에 따른 고객들의 행동 연구는 기술수용모델(TAM)이 주로 활용되고 있기에 TAM을 기반으로 향후 지속적 사용의도에 어떠한 영향관계를 보이는지 검증하였다. 실증분석을 위하여 SPSS 27.0과 AMOS 27.0 프로그램으로 구조방정식 모형에 의한 경로분석을 실시한 결과, 첫째, 호텔 서비스 로봇의 의인화는 기술수용의 인지된 유용성과 인지된 용이성에 모두 유의한 영향관계를 보였다. 둘째, 기술수용에 따라 호텔 이용고객들은 공통으로 지속적 사용의도에 유의한 영향이 있음을 검증하였다. 셋째, 기술수용을 매개로 호텔 서비스 로봇의 의인화에 따라 지속적 사용의도에 부분매개효과가 있음을 확인하였다. 본 연구결과를 통해 서비스 환경에서 고객의 HRI 경험수준을 높이기 위해 로봇의 의인화 요소인 인간과의 유사성 수준을 향상시킬 필요가 있음을 확인하였으며, 이에 따른 지속적 로봇 서비스 도입의 방향성과 활용방안을 제시하였다. This study focuses on the introduction of anthropomorphized robot services that exhibit human-like characteristics in Human-Robot Interaction (HRI). Furthermore, considering that studies on customer behavior following the adoption of new technologies mainly utilize the Technology Acceptance Model (TAM), this research verifies the influence relationship on future intention to continue usage based on TAM. Through empirical analysis using SPSS 27.0 and AMOS 27.0 programs to conduct path analysis via structural equation modeling, the following results were obtained: First, anthropomorphism of hotel service robots showed significant influence on perceived usefulness and perceived ease of use of technology acceptance. Second, based on technology acceptance, hotel customers commonly verified significant influence on intention to continue usage. Third, it was confirmed that there is a partial mediation effect on intention to continue usage depending on technology acceptance and anthropomorphism of hotel service robots. Through the results, it was confirmed that there is a need to enhance the level of similarity between humans and robots, which is an anthropomorphic element of robots, in order to increase customers' HRI experience level in service environments. Accordingly, directions and strategies for continuous adoption and utilization of robot services were suggested.

Consumer Acceptance Model of Smart Clothing according to Innovation

Chae, Jin-Mie The Korean Home Economics Association 2009 International Journal of Human Ecology Vol.10 No.1

This study identified the appropriateness of acceptance models of smart clothing and differences in the hypothesis of the path to clothing acceptance by classifying consumers depending on the level of technology innovation and fashion innovation through the extended TAM (Technology Acceptance Model) presented by Chae (2009). 815 copies of data were collected from adults over twenty living in major South Korean cities and analyzed them using a SPSS 15.0 and AMOS 5.0 package. Based on the average value of technology innovation and fashion innovation, the respondents were classified into: Group 1 with high technology innovation and fashion innovation, Group 2 with high technology innovation but low fashion innovation, Group 3 with low technology innovation but high fashion innovation, and Group 4 with low technology innovation and fashion innovation. The appropriateness of models for the four classified groups was verified. The analysis proved that an extended TAM for each classified group explains the acceptance process of smart clothing; especially the appropriateness of model of Group 1 and Group 4 was comparatively higher than other groups. Perceived usefulness was revealed as the key variable that affects consumer attitudes to accept smart clothing. Perceived ease of use has indirect positive effects on consumer attitudes passing through perceived usefulness and clothing involvement partly exerted impacts on consumer attitudes and the intention of acceptance. The mediating role of attitudes to explain the intention of the acceptance of smart clothing is high and suggests that it is necessary to take a positive role to help the consumer perceive the functional and useful aspects of the clothing.

생체인식 기술 기반 항공보안의 여객 수용에 관한 연구

이성미 ( Seong-mi Lee ),김청 ( Cheong Kim ),프란시스조셉코스텔로 ( Francis Joseph Costello ) 한국항공경영학회 2020 한국항공경영학회지 Vol.18 No.1

이 연구는 항공보안의 현황과 당면과제를 분석하고, 항공보안 강화 및 여객경험 개선의 동시 추진이 가능한 혁신적인 방법으로 생체인식 기술 기반 신분확인 방안을 제시하였다. 그리고 생체인식 기술에 대해 여객이 저항 없이 수용할 수 있도록 하기 위한 요인을 사회과학적 측면에서 분석하였다. 혁신 기술의 수용 및 확산에 관한 이론 모형인 기술수용모델(TAM: Technology Acceptance Model)을 기반으로 연구모형을 구축하고, 수용 의사를 지각된 혜택과 지각된 위험 측면으로 나누어 분석하였다. 설문조사를 통한 연구결과 지각된 사용용이성과 지각된 유용성 모두 수용의사에 정(+)의 영향을 미치는 것으로 확인되었다. 잘못된 생체인식 결과로 입는 항공기 탑승 지연 등 성능적 위험과 생체인식 학습 소요시간과 같은 시간적 위험은 수용의사에 부(-)의 영향을 미치는 것으로 확인되었다. 여객이 생체인식 기반 신분확인 서비스에 대해 느끼는 관여도는 지각된 유용성에, 친숙감은 지각된 사용용이성에 각각 정(+)의 영향을 미치고 있었다. 생체인식 기술 신분확인 사용에 직면하여 느끼는 기술불안감은 성능적 위험 및 시간적 위험에 고루 부(-)의 영향을 미치는 것으로 확인되었다. 이러한 일련의 결과들은 생체 인식 기술 기반 신분확인의 여객 수용이 지각된 유용성 및 사용용이성 제고와 기술불안감 및 성능적ㆍ시간적 위험의 완화로 촉진될 수 있음을 보여주는 것이라 할 수 있다. This study proposes an analysis of the condition and challenges of currently employed aviation security. In doing so we identified important measures of a technology-based biometric security system as an innovative way to simultaneously enhance aviation security while improving the passenger experience. Further, factors that would allow passengers to accept biometric technology while reducing their resistance to the technology were explored. Based on the Technology Acceptance Model (TAM), this study developed a theoretical approach that explored acceptance of the technology through the lens of perceived benefits and perceived risks, whilst also looking into the diffusion of innovative technologies. The results showed that both perceived ease of use and perceived usefulness had a positive effect on acceptance. Performance risks, such as delayed aircraft boarding, and temporal risk, such as biometric learning, were found to have a negative effect on the acceptance levels. Additionally, the involvement of passengers in biometric identification services was shown to have a positive effect on perceived usability and familiarity on perceived usability. Interestingly, people who felt a sense of technology anxiety upon using the biometric security were found to show a negative effect on performance and time risks. Overall, for passengers to truly accept biometric security technology, increasing the perceived usefulness and ease of use, while simultaneously reducing any technical anxiety are the key implications seen within this paper.

Consumer Acceptance Model of Smart Clothing according to Innovation

채진미 대한가정학회 2009 International Journal of Human Ecology Vol.10 No.1

This study identified the appropriateness of acceptance models of smart clothing and differences in the hypothesis of the path to clothing acceptance by classifying consumers depending on the level of technology innovation and fashion innovation through the extended TAM (Technology Acceptance Model) presented by Chae (2009). 815 copies of data were collected from adults over twenty living in major South Korean cities and analyzed them using a SPSS 15.0 and AMOS 5.0 package. Based on the average value of technology innovation and fashion innovation, the respondents were classified into: Group 1 with high technology innovation and fashion innovation, Group 2 with high technology innovation but low fashion innovation, Group 3 with low technology innovation but high fashion innovation, and Group 4 with low technology innovation and fashion innovation. The appropriateness of models for the four classified groups was verified. The analysis proved that an extended TAM for each classified group explains the acceptance process of smart clothing; especially the appropriateness of model of Group 1 and Group 4 was comparatively higher than other groups. Perceived usefulness was revealed as the key variable that affects consumer attitudes to accept smart clothing. Perceived ease of use has indirect positive effects on consumer attitudes passing through perceived usefulness and clothing involvement partly exerted impacts on consumer attitudes and the intention of acceptance. The mediating role of attitudes to explain the intention of the acceptance of smart clothing is high and suggests that it is necessary to take a positive role to help the consumer perceive the functional and useful aspects of the clothing.

전자제품에서 기술수용모형의 확장: 지각된 제품혁신성과 지각된 위험을 중심으로

유연재,김정식 한국소비자·광고심리학회 2012 한국심리학회지 소비자·광고 Vol.13 No.3

We developed and examined four models that add perceived product innovateness and perceived risk on the extended Technology Acceptance Model that is widely accepted in consumer research. Perceived product innovateness and perceived risk are considered as mediators between belief and attitude in Model 1 and Model 2, counted as effective variables of belief in Model 3, and regarded as another belief variable in Model 4. We tested each model using 3 products of low, moderate, high level innovateness and as a result Model 1 and Model 2 were supported. In addition, we examined the differences among models, focusing on path coefficients and mean of the models' variables. As a result, the low level and high level innovateness products were supported in Model 2 and the moderating level product were supported in Model 1. Furthermore, we found statistically significant differences in path coefficients between the low level and the high innovativ products. The results showed that the perceived usefulness and the perceived ease of use were lower and the perceived risk was higher relatively in the high level innovatness products. Product attitude and purchase intension was relatively higher in the moderate level showing a reversed U curve pattern that supported previous studies. 혁신제품 수용을 설명하는데 있어 널리 이용되고 있는 기술수용모형에 지각된 제품혁신성과 지각된 위험을 추가하여 4가지 모형을 설정하였다. 모형 1과 모형 2는 신념과 태도 사이의 매개변인으로, 모형 3은 신념의 선행변인으로, 모형 4는 또 다른 신념변인으로 설정한 모형이다. 각 모형을 저, 중, 고 수준의 3가지 혁신제품을 이용하여 검증한 결과 모형 1과 모형 2가 지지되었다. 또한 3가지 혁신 수준 제품에 따라 모형, 경로, 그리고 평균의 차이를 검증한 결과, 제품 간에 유의미한 차이가 나타났다. 저, 고의 제품은 모형 2가, 중간 제품은 모형 1이 적절한 것으로 나타났으며, 낮은 수준 제품과 높은 수준 제품 간의 경로계수들도 통계적으로 유의미한 차이가 존재하였다. 고혁신 제품은 다른 제품들에 비해 지각된 유용성과 지각된 사용편의성이 가장 낮았고, 지각된 위험은 가장 높았다. 제품태도와 제품 구매의도는 중간 수준의 제품에서 가장 높아 역 U자형의 형태가 나타나 선행연구들의 결과를 지지하였다.

기술수용모형 관련 요인들간 관계에 대한 통합적 이론모형

김용겸 한국산업경제학회 2012 산업경제연구 Vol.25 No.2

기술수용모형과 관련하여 수많은 주제들이 지난 20여년간 연구되어 왔고 지금도 계속 연구되고 있다. 상당수의 연구들이 정보기술이나 정보시스템의 사용의도와 실제사용에 영향을 미치는 요인들을 검증하는 데 집중되어 있다. 본연구의 목적은 다양한 (기술)사용자들의 기술수용을 설명하고 예측하는 외부요인들과 기본요인들간 관계를 통합적 시각에서 정립하는 것이다. 이를 위해 사용의도와 실제사용에 영향을 미치는 외부요인들에 대한 개념정립을 하며, 기술수용모형의 통합적 이론모형을 설정하기 위해 투표식 방법에서 사용하는 기준보다 더 엄격한 기준을 적용한다. 통합적 이론모형은 포괄적 분류법(comprehensive taxonomy)에 따라 크게 3개 차원의 요인범주, 즉 외부요인(외생독립변수), 지각된 사용의 용이성과 지각된 유용성(내생매개변수), 사용의도와 실제사용(최종종속변수)으로 구성된다. 3개 차원의 요인범주를 도출해 내기 위해 총 74편의 실증적 연구들을 사용한다. 총 30개 요인 중 22개 요인, 총 150개 경로 중 38개 경로가 통합적 이론모형에 사용된다. 끝으로 본연구의 한계점과 향후 연구 방향에 대해 논의한다. The acceptance of information technology(IT) or information systems(IS) has been the subjects of great deal of research in the last two decades and now also has been continuously studied. The objective of the study is to analyze with integrated view the key factors of previous model and analysis and is to construct the relationships between external factors and basic factors in explaining and predicting technology acceptance. The researcher try to conceptualize external factors to affect on the intention to use or/and actual use of IT or IS and reformatively use the voting count method to construct the integrated theoretical model of technology acceptance model(TAM). The integrated theoretical model are composed of three dimension according to comprehensive taxonomy, that is to say external factors(exogenous independent variables), perceived ease of use/perceived usefulness (endogenous mediating variables), intention to use or/and actual use(final dependent variables). The study on the key factors to affect on the intention to use or/and actual use must include the perceived ease of use/perceived usefulness. Because it is based on the Davis's original model for parsimoniousness and theoretical validity of an integrated theoretical model(systematic descriptive model). Twenty-two factors of thirty factors and thirty-eight paths of one hundred fifty paths(perceived ease of use → perceived usefulness is very important path) are used to construct the integrated theoretical model. Limitations of the study and suggestions for future researches are discussed.

기술기반 셀프서비스(TBSS)에 대한 외식소비자의 이용태도 및 이용의도 분석: 기술준비수용모형(TRAM모형)을 중심으로

김규미,김남조 (사)한국관광레저학회 2019 관광레저연구 Vol.31 No.3

The purpose of this study is as follows. This study investigated variations in consumers’ technology-based self-service usage attitude and usage intentions throughout TRAM model. In the theoretical review, definitions of major concepts were suggested, and a research hypothesis was established to verify the influential relations between the related variables. The survey of consumers experiencing technology-based self-service was conducted in this study and only 326 validated questionnaires were used in the analysis. The results of analysis of the collected data are as follows. First, it was shown that TRI (optimism, innovativeness, insecurity, discomfort) had significant effect on perceived usefulness. Second, TRI (optimism, insecurity, discomfort) was influencing perceived ease of use, while innovativeness did not affect. Third, it was found that perceived ease of use had significant effects on perceived usefulness, usage attitude and usage intention. Fourth, perceived usefulness had an impact on usage attitude and usage attitude was influencing usage intention. Finally, differences in demographic characteristics revealed statistically significant differences according to gender, age, and the number of technology-based self-service devices used in the last three months. Based upon these results, this study suggested strategies and countermeasures to promote the use of technology-based self-service by analyzing the tendencies of eating out consumers, and discussed theoretical and practical implications.