Journal of Venture Innovation (벤처혁신연구)

Korean Academy of Venture Innovation (한국벤처혁신학회)
권호 표지
DOI QR코드

DOI QR Code

Roles of Trust in Technology Acceptance of Augmented Reality

증강현실(AR) 기술 수용에 있어서 신뢰성의 역할

  • Received : 2019.10.22
  • Accepted : 2019.12.18
  • Published : 2019.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

Various studies have been conducted on factors influencing the adoption of new technologies. In particular, the factors influencing customers' acceptance of new technologies that emerged along with the arrival of the 4th Industrial Revolution. Theoretical models are mainly based on the technology acceptance model (TAM) or Extended Unified Theory of Acceptance and Use of Technology : UTAUT2). However, there are no trust variables in these models. In this study, we added trust variable and tested augmented reality(AR). Three types - trust as an independent variable, as a mediating variable, and as a moderating variable - were analyzed statistically. As a result, trust was most explanatory when viewed as a mediating variable between independent variables and intention to use. In theory, it has been shown that trust acts as a mediating effect. In practice, trust is most important in accepting new technologies, so it is important to prioritize trust.

신기술의 수용에 영향을 미치는 요인에 관한 연구들이 다양하게 이루어져 오고 있다. 특히 4차 산업혁명의 도래와 더불어 등장한 새로운 기술을 고객들이 수용함에 있어서 영향을 미치는 요인과 이 요인의 영향력에 대한 다양한 연구들이 지속적으로 이루어지고 있다. 이론적인 모형으로는 기술수용모형(TAM) 혹은 확장된 통합기술 수용모형(UTAUT2)에 기반한 연구들이 주류를 이루고 있다. 하지만 이들 모형에는 신뢰성(trust) 변수가 없다. 이에 본 연구에서는 신뢰성을 추가하여 증강 현실(AR)을 대상으로 검정을 하였다. 신뢰성을 독립 변수로 본 경우, 매개 변수로 본 경우, 조절 변수로 본 경우 3가지를 통계적으로 분석하였다. 그 결과 신뢰성은 독립 변수들과 사용 의도(수용 의도)간 매개 변수로 보는 것이 가장 설명력이 높았다. 본 연구는 이론적인 측면에서는 신뢰성은 매개 효과로서의 역할을 하다는 점을 밝혔다. 실무적인 측면에서는 새로운 기술 수용에 있어서 신뢰성이 무엇보다 중요하므로 신뢰성 확보에 우선 순위를 두어야한다는 것이다.

Keywords

References

  1. 김기봉,전인오(2018), "드론기술 사용의도에 영향을 미치는 요인: 확장된 통합기술수용 모형을 중심으로," 유통경영학회지, 21(3), 161-173. https://doi.org/10.17961/JDMR.21.3.201806.161
  2. 김연준, 박영, 서철승(2018), "통합기술수용모형을 이용한 크라우드펀딩 이용의도에 영향을 미치는 요인에 관한 연구-신뢰성을 매개로-," Journal of the Korea Management Engineers Society, 23(3), 79-95. https://doi.org/10.35373/KMES.23.3.5
  3. 애제, 권순동, 이수철, 고미현, 이보형(2017), "핀테크 서비스에서 오프라인에서 온라인으로의 신뢰전이에 관한 연구-스마트뱅킹을 중심으로," 경영과 정보연구, 36(3), 167-184.
  4. 양승호,황윤성,박재기(2016), "통합기술수용이론(UTAUT)에 의한 핀테크 결제서비스 사용의도에 관한 연구," 경영경제연구, 38(1), 183-209.
  5. 우종필(2017), 구조방정식모형 개념과 이해, 한나래출판사, 서울
  6. 이영희, 류미현(2019), "통합기술수용이론과 체험경제이론을 적용한 중국 무인편의점 이용의도에 관한 연구 : 신뢰의 조절효과 검증," 유통경영학회지, 22(2), 5-15.
  7. 이호기, 한문성(2019), "인터넷전문은행 이용의도에 관한 실증적 연구 : 통합기술수용이론(UTAUT)을 응용하여," 상업교육연구, 33(1), 59-87.
  8. 정병규(2019), "모바일 뱅킹 기술수용에 영향을 미치는 요인: 신뢰성의 매개효과를 중심으로," 유통경영학회지, 22(1), 101-115. https://doi.org/10.17961/JDMR.22.1.201902.101
  9. 정병규, 동학림(2019), "증강현실(Augmented Reality : AR) 기술수용에 영향을 미치는 요인," 벤처창업연구, 14(3), 153-168.
  10. 정유진,박현숙(2017), "인터넷전문은행 서비스의 사용자 수용에 관한 연구: UTAUT2 모형을 활용하여," e-비즈니스연구, 18(3), 75-95. https://doi.org/10.15719/GEBA.18.3.201706.75
  11. 정희정, 구철모, 정남호(2017), "통합기술수용모형과 신뢰를 이용한 박람회 NFC 서비스 수용 고찰," 관광연구, 32(2), 1-22.
  12. 조철호(2017), SPSS/AMOS 활용 구조방정식모형 논문 통계분석, 도서출판청람, 서울
  13. 주소현, 고은희, 유명수(2018), "금융거래에서 핀테크 수용에 관한 연령대별 비교 및 관련변수의 탐색," 소비문화연구, 21(2), 175-202.
  14. Alalwan, A. A., Y. K. Dwivedi, and N. P. Rana(2017), "Factors influencing adoption of mobile banking by jordanian bank customers : Extending UTAUT2 with trust," International Journal of Information Management, 37(3), 99-110. https://doi.org/10.1016/j.ijinfomgt.2017.01.002
  15. Alalwan, A. A., Y. K. Dwivedi, N. P. Rana, and R. Algharabat(2018), "Examining factors influencing jordanian customers' intention and adoption of internet banking: Extending UTAUT2 with risk," Journal of Retailing and Consumer Services, 40, 125-138. https://doi.org/10.1016/j.jretconser.2017.08.026
  16. Azuma, R. T.(1997), "A survey of augmented reality," Presence: Teleoperators and Virtual Environments, 6(4), 355-385. https://doi.org/10.1162/pres.1997.6.4.355
  17. Baron, R. M., and D. A. Kenny(1986), "The moderator-mediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations," Journal of Personality and Social Psychology, 51(6), 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173
  18. Beck, M., and D. Crie(2018), "I virtually try it... I want it! Virtual fitting room : A tool to increase on-line and off-line exploratory behavior, patronage and purchase intentions," Journal of Retailing and Consumer Services, 40, 279-286. https://doi.org/10.1016/j.jretconser.2016.08.006
  19. Chang, M. K., W. Cheung, and M. Tang(2013), "Building trust online : Interactions among trust building mechanisms," Information & Management, 50(7), 439-445. https://doi.org/10.1016/j.im.2013.06.003
  20. Chang, W. L., A. N. Diaz, and P. C. K. Hung(2014), Estimating Trust Value : A Social Network Perspective, Springer Science Media , New York.
  21. Chen, S. C., and G. Dhillon(2003), "Interpreting dimensions of consumer trust in E-commerce," Information Technology and Management, 4, 303-318. https://doi.org/10.1023/A:1022962631249
  22. Davis, F. D., R. P. Bagozzi, and P. R. Warshaw(1989), "User acceptance of computer technology : A comparison of two theoretical models," Management Science, 35(8), 982-1003. https://doi.org/10.1287/mnsc.35.8.982
  23. Hayes, A. H.(2013). Introduction to Mediation, Moderation and Conditional Process Analysis: A Regression-Based Approach, The Guilford Press, New York.
  24. He, J., L. Wu, and X. Li(2018), "When art meets Tech : The role of augmented reality in enhancing museum experiences and purchase intentions," Tourism Mangement, 68. 127-139.
  25. Hoffman, D. L., T. P. Novak, and M. Peralta(1999), "Building consumer trust online," Communications of the ACM, 42(4), 80-85. https://doi.org/10.1145/299157.299175
  26. Javornik, A.(2016), "Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour," Journal of Retailing and Consumer Services, 30(May), 252-261. https://doi.org/10.1016/j.jretconser.2016.02.004
  27. Jung, T., N. Chung, and M. C. Leue(2015), "The determinants of recommendations to use augmented reality technologies : The case of a Korea theme park," Tourism Management, 49, 75-86. https://doi.org/10.1016/j.tourman.2015.02.013
  28. Kim, D. J., D. L. Ferrin, and H. R. Rao(2009), "Trust and satisfaction, two stepping stones for successful E-commerce relationships : A longitudinal exploration," Information Systems Research, 20(2), 237-257. https://doi.org/10.1287/isre.1080.0188
  29. Kim, S. K., S. J. Kang, Y. J. Choi, M. H. Choi and M. Hong(2017), "Augmented-reality survey : From concept to application," KSII Transactions on Internet and Information Systems, 11(2), 982-1004. https://doi.org/10.3837/tiis.2017.02.019
  30. Kim. M. C., M. S. Kim, and T. H. Ha(2018), “Factors analysis influencing on the usage attitude ofsmartphone base mobile banking,” Journal of Information Technology and Architecture, 15(2),157-164. https://doi.org/10.22865/JITA.2018.15.2.157
  31. Kim, S. S., N. K. Malhotra, and S. Narasimhan(2005), “Two competing perspectives on automatic use: A theoretical and empirical comparison,” Information Systems Research, 16(4), 418-432. https://doi.org/10.1287/isre.1050.0070
  32. Kim, Y., and R. A. Peterson(2017), “A meta-analysis of online trust relationship in E-commerce,”Journal of Interactive Marketing, 38, 44-54. https://doi.org/10.1016/j.intmar.2017.01.001
  33. Kim, D. J., M. S. Yim, V. Sugumaran, and H. R. Rao(2016), “Web assurance seal services, trust andconsumers' concerns : An investigation of E-commerce transaction intentions across two nations,”European Journal of Information Systems, 25(3), 252-273. https://doi.org/10.1057/ejis.2015.16
  34. Kwateng, K. O., K. A. O. Atiemo, and C. Appiah(2019), “Acceptance and use of mobile banking : Anapplication of UTAUT2,” Journal of Enterprise Information Management, 32(1), 118-151. https://doi.org/10.1108/JEIM-03-2018-0055
  35. Malaquias, R. F., and Y. Hwang(2016), “An empirical study on trust in mobile banking : Adeveloping country perspective,” Computers in Human Behavior, 54. 453-461. https://doi.org/10.1016/j.chb.2015.08.039
  36. Oliveira, T., M. Alhinho, P. Rita, and G. Dhillon(2017), “Modelling and testing consumer trust dimensionsin E-commerce,” Computers in Human Behavior, 71, 153-164. https://doi.org/10.1016/j.chb.2017.01.050
  37. Pavlou, P. A.(2002), "Institution-based trust in interorganizational exchange relationships : The role ofonline B2B marketplaces on trust formation," The Journal of Strategic Information Systems, 11(3),215-243. https://doi.org/10.1016/S0963-8687(02)00017-3
  38. Pavlou, P. A. (2003), “Consumer acceptance of electronic commerce : Integrating trust and risk withthe technology acceptance model,” International Journal of Electronic Commerce, 7(3), 101-134. https://doi.org/10.1080/10864415.2003.11044275
  39. Porter, M. E., and J. E. Heppelmann(2017), “Why every organization needs an augmented realitystrategy,” Harvard Business Review, 95(6), 46-57.
  40. Rese, A., D. Baier, A. Geyer-Schulz, and S. Schreiber(2017), “How augmented reality Apps areaccepted by consumers: A comparative analysis using scales and opinions,” TechnologicalForecasting and Social Change, 124, 306-319.
  41. Roghanizad, M. M., and D. J. Neufeld(2015), "Intuition, risk, and the formation of online trust," Computers in Human Behavior, 50, 489-498. https://doi.org/10.1016/j.chb.2015.04.025
  42. Rose, S., N. Hair, and M. Clark(2012), “Online customer experience : A review of the business-to-consumer online purchase context,” International Journal of Management Reviews, 13(1),24-39. https://doi.org/10.1111/j.1468-2370.2010.00280.x
  43. Shareef, M. A., A. Baabdullah, S. Dutta, V. Kumar, and Y. K. Dwivedi(2018), “Consumer adoptionof mobile banking services : An empirical examination of factors according to adoptionstages,” Journal of Retailing and Consumer Services, 43, 54-67. https://doi.org/10.1016/j.jretconser.2018.03.003
  44. Sharma, S. K., and M. Sharma(2019), “Examining the role of trust and quality dimensions in theactual usage of mobile banking services : An empirical investigation,” International Journal ofInformation Management, 44. 65-75 https://doi.org/10.1016/j.ijinfomgt.2018.09.013
  45. Slade, E. L., Y. K. Dwivedi, N. C. Piercy, and M. D. Williams(2015), “Modeling consumers'adoption intentions of remote mobile payments in the United Kingdom : Extending UTAUTwith innovativeness, risk, and trust,” Psychology & Marketing, 32(8), 860-873. https://doi.org/10.1002/mar.20823
  46. Venkatesh, V., M. G. Morris, G. B. Davis, and F. D. Davis(2003), “User acceptance of informationtechnology : Toward a unified view,” MIS Quarterly, 27(3), 425-478. https://doi.org/10.2307/30036540
  47. Venkatesh, V., J. Y. Thong, and X. Xu(2012), “Consumer acceptance and use of informationtechnology : Extending the unified theory of acceptance and use of technology,” MIS Quarterly, 36(1), 157-178. https://doi.org/10.2307/41410412
  48. Venkatesh, V., J. Y. Thong, and X. Xu.(2016), “Unified theory of acceptance and use of technology: A synthesis and the road ahead,” Journal of the Association for Information Systems, 17(5),328-376. https://doi.org/10.17705/1jais.00428
  49. Wu, R. Z., and J. H. Lee(2017), “The comparative study on third party mobile payment betweenUTAUT2 and TTF,” Journal of Distribution Science, 15(11), 5-19. https://doi.org/10.15722/jds.15.11.201711.5
  50. Zhang, Y., Y. Fang, K. K. Wei, E. Ramsey, P. McCole, and H. Chen(2011), “Repurchase intention inB2C e-Commerce– A relationship quality perspective,” Information and Management, 48(6), 192–200. https://doi.org/10.1016/j.im.2011.05.003
  51. Zhang, T., D. Tao, X. Qu, X. Zhang, R. Lin, and W. Zhang(2019), “The role of initial trust and preceivedrisk in public's acceptance of automated vehicles,” Transportation Research Part C, 98, 207-220. https://doi.org/10.1016/j.trc.2018.11.018