모빌리티 서비스 이용의향의 영향요인 연구: 서비스 혁신과 통합기술수용모형을 중심으로

Although the importance of mobility services is rapidly increasing, there have not been many studies related to mobility services. In addition, most previous studies have focused on the factors influencing acceptance of mobility devices, and problems and safety issues of mobility services encountered when using them. This study analyzed direct and indirect factors affecting the intention to use of mobility services based mainly on Den Hertog’s (2000) service innovation theory and Venkatesh et al.’s (2003) Unified Theory of Acceptance and Use of Technology (UTAUT). Using 336 questionnaires collected from all over the country, the influence of service innovation and network externality on performance expectation, effort expectation, facilitating conditions, and social influence as well as the influence of four major variables of UTAUT on the intention to use were analyzed. Besides, the moderation effect of user experience on the intention to use was also studied. The findings of this study are as follows: First, Service innovation was found to affect significantly performance expectation, effort expectation and facilitating conditions of UTAUT. On the other hand, network externality was found to have significant impact on social influence of UTAUT. Second, among the four major variables of UTAUT, only performance expectation and social influence had significant influence on the intention to use of mobility services. And, third, the prior user experience of mobility services was analyzed to play a moderating role in the relationship between performance expectation and the intention to use. The results of this study have both theoretical and practical implications. First, antecedents such as service innovation and network externality were identified affecting the four major variables of UTAUT. According to service innovation theory, in order to increase the adoption rate of mobility services it is very important to expand differentiated services, develop new service delivery methods, improve services based on customer feedback, and build diverse channels for communication with customers. Second, in the case of mobility services, only performance expectation and social influence had significant influence on the intention to use. From this result it is inferred that users expect usefulness and efficiency to some degree when adopting mobility services. Thus, it is needed to step up public relations and make an effort to enhance utility of mobility services in the future. Third, it was found that when user experience was higher, the relationship between performance expectation and the intention to use was stronger. This result indicates the importance of providing experience opportunities to potential users of mobility services. These findings are expected to offer significant implications for researchers as well as policymakers. At the last part, the limitations of the study and future research directions were discussed.