드론에 대한 자기효능감과 새로움 추구가 드론 배송 서비스에 대한 인식 및 채택의도에 미치는 영향 = Effects of Drone Self-Efficacy and Novelty-Seeking on the Perceptions and the Adoption Intention of Drone Delivery Service

다국어 초록 (Multilingual Abstract)

The purpose of this study is to exami ne the causal relationships among se lf-efficacy related to drone usage, no velty-seeking, the perceived relative advantage, the perceived usefulness, the perceived complexity, the perceiv ed playfulness and the adoption inten tion of drone delivery service. The m odel is based on the diffusion of inno vation theory and technology accepta nce model. A survey and data analysis by structured equation modeling was conducted. The results indicate that drone usage self-efficacy and novelty -seeking positively influenced relative advantage and perceived usefulness, while drone self-efficacy significantly increased perceived playfulness. Bot h the relative advantage and the perc eived complexity affected the perceiv ed usefulness of drone delivery servi ce. In addition, the relative advantage, the perceived usefulness and the per ceived playfulness affected the adopt ion intention of drone delivery service.
Based on the results, implications of this study were discussed.

국문 초록 (Abstract)

본 연구에서는 드론 배송 서비스에 대한 개인적 특성과 수용자 인지요인, 그리고 드론 배송 서비스 채택의도 간의 구조적 관계를 분석하고자 하였다. 이를 위해 혁신확산 이론과 기술수용모델을 연구모형으로 채택하고 설문조사를 실시하였다. 구조방정식 분석방법을 이용하여 분석한 결과는 드론 사용에 대한 자기효능감과새로움 추구 성향은 상대적 이점, 인지된 유용성에 긍정적인 영향을 있음을 보여주고 있으나 인지된 복잡성에영향을 미치지 않았고, 드론에 대한 자기효능감은 인지된 즐거움에 영향을 미치는 것으로 나타났다. 상대적이점과 인지된 복잡성은 모두 인지된 유용성을 증가시키는 것을 확인하였다. 상대적 이점, 인지된 유용성, 인지된 즐거움은 드론 배송 서비스의 채택의도에 영향을 미치는 것으로 분석되었으며 이러한 분석결과를토대로 시사점을 제시하였다.

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