사회적 배제 경험이 인간 제공 서비스 선호에 미치는 영향: 인간과 로봇을 중심으로

Since the COVID-19 pandemic, an untact society is accelerating. Prolonged social distancing is causing many social conflicts in various aspects, such as rapid social change and widening the digital divide, along with the activation of non-face-to-face services. This study focuses on social exclusion as a representative social phenomenon and predicts the desire threatened by it, and aims to verify the difference in preferred service types (human vs. robot) between those who experience social exclusion and those who do not. As a result of the study, the causal relationship between social exclusion experience and interaction needs was confirmed, and it was proved that interaction needs mediate social exclusion and service type selection. Excluded people have higher interaction needs as a way to restore social connection, and this need has been shown to prefer services provided by humans with interdependent characteristics rather than services provided by robots. In addition, it was confirmed that the moderating effect of the inherent seeking of novelty was significant in the relationship between social exclusion experience and service provision type preference. This shows that people prefer services provided by people due to the desire for social reconnection, and this preference does not change even if the inherent tendency to seek novelty increases. This study provides theoretical and practical implications in the field of customer satisfaction services in the new normal era to come after COVID-19 by discussing the reasons why social exclusion experiences prefer services provided by humans over robots.