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중국 여행객의 항공사 비대면 탑승수속 서비스에 대한 인식 연구
장흔수,이영우,Xin Shu Jiang,Young Woo Lee 한국항공운항학회 2024 한국항공운항학회지 Vol.32 No.2
This study is based on the Expectation Confirmation Theory (ECT) and categorizes trust types in non-face-to-face boarding services into three dimensions: structural assurance, platform, and service provider. It analyzes the impact of these trust types on users' perceived usefulness, satisfaction, and continuous usage intentions. Using a structural equation model, the study found that the three dimensions of trust positively influence users' satisfaction and perception of usefulness, thereby promoting intentions for continuous use. However, perceived risk weakens the positive relationship between trust and continuous usage intentions. By exploring the moderating role of perceived risk in non-face-to-face boarding services, this study analyzes its impact on user behavior patterns, contributing to the optimization of service design and enhancement of user trust. This study promotes widespread acceptance and continuous use of the service, and is crucial for developing effective non-contact service strategies that meet the needs and expectations of Chinese travelers in the post-pandemic travel environment. The findings provide a new perspective and empirical evidence for understanding user attitudes and behaviors towards non-face-to-face services, holding significant theoretical and practical implications.
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비대면 원격의료 서비스에서 소비자의 신뢰유형이 지속사용의도에 미치는 영향 연구
장흔수(Xinshu Jiang),주림(Lin Zhu) 한국산업경영학회 2024 경영연구 Vol.39 No.2
본 연구는 비대면 의료 서비스에서 신뢰 유형이 지각된 유용성, 만족도와 지속적인 사용 의도에 미치는 역할을, 그리고 신뢰와 지속적인 사용 의도 사이에서 지각된 위험의 조절 작용을 밝히는 데에 목적이 있다. 이를 위하여 먼저 기대일치이론(ECT)을 바탕으로 신뢰 유형학을 활용하여 신뢰를 세 가지 차원으로 구분하였고, 구조 방정식 모델을 통해 465건의 온라인 사용자를 대상으로 한 유효한 조사 데이터를 분석하였다. 연구 결과는 다음과 같았다. 신뢰의 세 가지 차원은 사용자의 만족도와 지각된 유용성에 유의미한 긍정적 영향을 미치며, 나아가 지속적인 사용 의도를 촉진하는 것으로 나타났다. 반면에 사용자의 지각된 위험은 신뢰와 지속적인 사용 의도 사이의 긍정적 관계를 약화시키는 것으로 밝혀졌다. 본 연구는 비대면 의료 서비스에서 소비자의 지속적인 사용 의도에 영향을 미치는 신뢰와 위험의 유형에 대하여 새로운 견해와 통찰력을 제공한다는 점에서 의의를 찾을 수 있다. 원격 의료 서비스 분야에서 ECT의 적용 가능성을 검증하였으며, 더 나아가 비대면 의료 서비스에 대한 사용자의 태도와 행동을 이해하는 데에 있어 새로운 시각과 실증적인 뒷받침을 제공하였다. In this study, based on Expectancy Confirmation Theory (ECT) and using trust typology to categorise trust into three dimensions, the role of trust typology in non-face-to-face medical services on perceived usefulness, satisfaction, and continuance intentions was investigated through structural equation modeling by analysing the survey data from 465 valid responses. The moderating role of perceived risk in the relationship between trust and continuance intentions was also investigated. The results show that user satisfaction has a significant positive effect on the three dimensions of trust, which in turn promotes continuance intention. However, users' perceived risk weakens the positive relationship between trust and continuance intention. This study provides new insights into clarifying which types of trust and risk affect consumers' continuance intention in non-face-to-face services. In addition to validating the applicability of ECT in the field of telemedicine services, it also provides new perspectives and empirical support for understanding users' attitudes and behaviors towards non-face-to-face medical services.
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무인편의점을 이용한 소비자의 지각된 요인이 추천의도에 미치는 영향 : 자기효능감과 스마트폰 친숙도의 조절 효과를 중심으로
주림,장흔수,박찬욱 한국인터넷전자상거래학회 2022 인터넷전자상거래연구 Vol.22 No.5
In recent years, China has introduced advanced technology and has become unmanned in many fields. In the Post-COVID-19 era, Unmanned Convenience Stores (UCS) operating in a new mode of non-face-to-face consumption are gaining attention again, with many experienced consumers posting their UCS shopping experiences online and actively promoting them. Therefore, this study examines the effect of consumer perceived factors on the intention to recommend unmanned convenience stores and also confirms the moderating effect of self-efficacy and smartphone-familiarity. In this study, by analyzing data uploaded by experienced UCS users and consumer exploratory factors (convenience, novelty, price rationality, comfortable shopping environment) were selected through text mining technique. Then conducted a questionnaire survey on 385 consumers who had the experience of using UCS in China. The results of this study found that there are three main effects. First, all the consumer exploratory factors (convenience, novelty, price rationality, comfortable shopping environment) have a significant effect on Perceived Ease of Use. Second, except for the novelty and comfortable shopping environment, the remaining variables have a significant effect on Perceived Usefulness. Third, it was found to be moderated by levels of self-efficacy and smartphone-familiarity. This paper validates consumer exploratory factors and key drivers of usage from a consumer perspective. It is expected to provide theoretical and practical inspiration for consumer acceptance of unmanned convenience stores and lay a foundation for future research to formulate suitable unmanned convenience store strategies.
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