스마트 모빌리티의 구매요인 분석 : Mental Accounting Theory와 텍스트 마이닝을 중심으로

With the rapid development of IT, there are numerous changes in various industries. Especially, the emergence of smart mobility is one of the big changes to an individual’s transportation. Three are numerous ways of calling smart mobility, such as electronic bicycle, personal mobility, electronic wheel, or electronic kickboard. In this study, we refer smart mobility as one of the vehicle that use environmentally friendly energy such as electricity for one or two people. However, despite growing interests in smart mobility, there are only a few research on it. Majority of the research in smart mobility is done in technology and design area. There are also a few research that is being conducted in social science, but it is limited to the theory of theory of technology innovation or to the theory of technology acceptance model, which are the one of the most well-known theory. There are no unique characteristics of smart mobility, which it does not represent how the smart mobility impact on our society. Therefore, in this study, we found out the unique characteristics of smart mobility by crawling data on online news articles. We used one of the text mining techniques, which is called latent dirichlet allocation (LDA). It finds out the hidden topics and the key words among the articles. After finishing analyzing the topic modeling, we found out the inherent variables of smart mobility, which are social infrastructure and eco-friendliness. After finding the variables of the smart mobility, we used the Mental Accounting Theory to verify the causal relationship between the purchase intention and our founded variables of smart mobility. This study examined the effects of newly acquired characteristics of smart mobility (social infrastructure and eco-friendliness) on the purchase intention of smart mobility. In addition, we verified the moderating effect of the experience of smart mobility. When people have experience of riding smart mobility the causal relationship between our independent variables (usefulness, accessibility, and social infrastructure) and purchase intention was higher that when there is no experience. As a result, it was found out that the usefulness, accessibility of smart mobility, and the social infrastructure affect the purchase intention of smart mobility. Also the usefulness of smart mobility showed significant moderating effect on its purchase intention when there is experience of it. This study has not only focused on the causal relation of the purchase intention and its independent variables using the existing theory, but also it has found out the unique characteristics of smart mobility by doing quantitative research and verified its causal relationship by doing quantitative research. It developed the existing accounting theory by adding the new features of smart mobility, which is one of the widely used IoT in nowadays. It is meaningful in that the results of analysis indicate that it is necessary to improve the social infrastructure of smart mobility, and it also implies message to the smart mobility manufacturers that there needs to be more areas to experience smart mobility for its potential consumers.