SST 기반 비대면 서비스의 지각된 혜택과 희생 요인에 대한 탐색적 연구: 항공사 비대면 서비스 이용객을 대상으로

The purpose of this study is to newly derive and conceptualize the sub-factors and measurement items of perceived convenience and perceived sacrifice of airline non-face-to-face service, reflecting the pres- ent, and taking into account the characteristics of the aviation industry. A total of 7 steps were performed to develop sub-factors and measures of perceived benefit and sacrifice. Initial measurement items were de- rived through literature review using a deductive approach. Using an inductive approach, interviews with selected experts from industry and academia (8 people) and an open online questionnaire (16 people) were conducted. Existing questions were refined and new questions were added. Afterwards, the reliability and validity of the measurement items were verified through a pre-test (valid sample of 63 copies), and the verified items were applied to the main survey. The number of valid samples collected for the main inves- tigation was 342, and the final data analysis was performed using the package program of SPSS 21.0. As a result of the analysis, measurement items constituting perceived benefits and sacrifices were newly derived, and the reconstructed sub-factors are as follows. Perceived benefits were derived from three factors: pleasure, usefulness, and perceived stability. Finally, three factors were derived as sub-factors of perceived victim- ization: technology use stress, privacy risk, and perceived risk. In addition, this study provided important basic data in terms of marketing, contributed to the establishment of effective marketing strategies, and con- tained meaningful theoretical and practical implications.