무인점포 고객의 사용의도에 영향을 미치는 요인에 관한 연구: 서비스스케이프와 기술준비도를 중심으로 = A Study on the Factors Influencing the Intention to Use by Unmanned Store Customers: Focusing on Servicescape and Technology Readiness

국문 초록 (Abstract)

정보통신기술의 발전과 인건비 상승 등 사회적 변화로 인해 판매원이 존재하지 않는 무인점포를 우리 주변에서쉽게 발견할 수 있다. 이러한 무인점포의 확연한 발전에 비해 학문적 고찰과 연구가 부족한 실정이다. 일부 신기술과 시스템 환경을 중심으로 한 무인점포의 선행연구는 존재하나, 소비자 행동을 중심으로 한 연구는 부족한 실정이다. 본 연구는 무인점포 소비자의 사용의도에 영향을 미치는 사용의도에 대한 서비스스케이프와 기술준비도의 영향을 중심으로 연구하였다. 무인점포를 이용한 320명의 소비자를 대상으로 설문조사를 실시하였으며, 고차 요인분석과 형성적 변수(Formative construct) 분석에 용이한 PLS-SEM 구조방정식 모형으로 진행하였다. 연구 결과, 서비스스케이프와 기술준비도는 모두 무인점포 사용의도에 유의한 긍정적인 영향을 미치는 것으로 나타났다. 서비스스케이프는 지각된 사용용이성과 지각된 즐거움을 통해 사용의도에 긍정적인 영향을 주었으며, 기술준비도는 지각된사용용이성과 지각된 즐거움을 통해 사용의도에 긍정적인 영향을 미쳤다. 기술준비도는 서비스스케이프에 비해 무인점포의 사용의도에 더 큰 영향을 미친 것으로 확인되었다. 이러한 연구결과는 서비스스케이프와 기술준비도가 무인점포의 사용의도를 결정하는데 중요한 요인임을 시사한다. 무인점포를 설계 및 운영하는 관리자는 편안한 서비스스케이프를 조성하는데 초점을 맞추어야 하며, 사용하기 용이하고 새로운 가치를 주는 기술을 개발하여 사용자가기술적 환경에 자연스럽게 녹아 들 수 있는 환경조성에 초점을 맞추어야 할 것이다.

다국어 초록 (Multilingual Abstract)

Due to social changes driven by advancement of information and communication technology and rising labor costs, unmanned stores without sales staff can readily prevalent in our life. Despite the clear progress of unmanned stores, there is a lack of academic consideration and research. Although there are previous studies on unmanned stores that focus on some new technologies and system environments, there is insufficient research that focuses on consumer behavior when using unmanned stores.
This study aims to analyze the factors that influence consumers’ intention to use unmanned stores in a non-face-to-face distribution environment.
The unmanned stores are a new distribution channel that leverages artificial intelligence and self-service technology to transform traditional retail service models.
we measured technology readiness as an internal factor and servicescape as an external factor, and these are the components of technology acceptance model, such as perceived ease of use and perceived pleasure, and their impact on consumer usage intention. This research is expected to promote understanding of consumer behavior at unmanned stores in a non-face-to-face distribution environment, and contribute to strengthening the competitiveness of unmanned stores and improving con-sumer satisfaction.
The research design aim to proposes and verifies a model that combines Technology Acceptance Model (TAM) with Technology Readiness (TR) and Servicescape to explain the behavior of customers using unmanned stores.
Technology Acceptance Theory model (TAM) explains that a user’s perceived ease of use, perceived utility, and perceived pleasure influence usage intentions. The Technology Readiness (TR) explains that users’ optimism, innovativeness, discomfort, and anxiety reflect their susceptibility to new technologies, and the TR concept is a combination of four concepts applied to a second-order formative construct. The servicescape, which includes the physical and social environment of an unmanned store, is composed of spatiality, convenience, stability, and cleanliness, and this is analyzed as a second- order reflective construct.
That is, we seek to study how technology readiness and servicescapes influence consumers’ perceived ease of use, perceived pleasure, and usage intentions.
The servicescape is composed of spatiality, convenience, comfort, and cleanliness, and defines a second-order reflective construct, and the technology readiness is composed of optimism, innovation, discomfort, anxiety which were defined as second-order formative indicators, and analyzed perceived Ease of use, perceived pleasure, and intention to use. As a result, show that servicescape and technology readiness have a positive (+) influence on perceived ease of use and perceived pleasure, and perceived ease of use and perceived pleasure have a positive (+) influence on usage intention.
In other words, in the service environment provided by unmanned stores, a technology readiness that integrates the technology usage ability, technical understanding, and adaptability of customers using unmanned stores can be positive impacted to convenience of customer and ease of use.
Unmanned stores are rapidly growing due to factors such as technological development, changes in consumer perception, and increasing demand for face-to-faceservices. Through this study, we were able to suggest the direction for the development of unmanned stores by analyzing the factors behind the intention to use them.
This study presented the importance of the servicescape of unmanned stores and the technological readiness of consumers, and provided suggestions for improving the competitiveness of unmanned stores by understanding consumers desires and values.
By the influence of technology readiness, which is an internal influence variable of unmanned store users, it was possible to get implications that it could have a greater impact on ease of use and enjoyment of use. Existi...