부동산 산업에서 4차 산업혁명 관련 기술의 수용 의도에 관한 연구 – 감정평가사 집단의 혁신성향을 중심으로

This study is on the acceptance intentions of members in the organization for the technologies related to the 4th industrial revolution in the real estate industry. In particular, this study aims to analyze the moderating effects of their consumer innovativeness when introducing the technologies related to the 4th Industrial Revolution, and to examine the characteristics of groups with high consumer innovativeness. For this study, we conducted a mobile survey of appraisers nationwide from February 10 to 18, 2020 and we analyzed the response data for 200 people who participated in the survey. Using the Structural Equation Model, this study analyzes the influence of the independent variables of UTAUT(Unified Theory of Acceptance and Use of Technology) on acceptance intention. As a result, this study shows that performance expectancy and social influence have significant positive effects on the acceptance intention. On the other hand, the effort expectancy is not that significant. The consumer innovativeness can play a key role in the moderating effects. In groups with higher consumer innovativeness, the impact of performance expectancy on acceptance is even greater. However, in groups with lower consumer innovativeness, the social influence on the acceptance intention is high compared to the constraint model. Analyzing the characteristics of the group with higher consumer innovativeness, they are generally younger males with short career using various information technology system a lot. This results show that in order to successfully introduce technologies related to the 4th Industrial Revolution, we need to focus on developing a differentiated acceptance reinforcement strategy in consideration of consumer innovativeness.