기술기반서비스 수용에 미치는 영향요인에 대한 연구: 서비스경영 전략에 입각한 일반적 영향요인 및 사회적 영향요인 분석

In this research, we investigate factors affecting accepting SST, such as KIOSK. For the research we integrated model of technology acceptance model and innovation diffusion theory. According to empirical analysis, factors suggested by innovation diffusion theory, relative advantage, compatibility, simplicity, triailibility and observable results are siginifcantly affecting perceived usefulness and perceived ease of use. Also, social influence and social pressure are significant. While social pressure does not have moderating effect, social influence has significant moderating effect between relative advantage and perceived usefulness, between observable results and perceived usefulness at 0.05% level and between copatibility and usefulness, between simplicity and perceived usefulness and perceived usefulness at 01% level. Firms have initiatives using SST in market, the more and more SSTs are used not-users or retarded user may have disadvantages and there will be benefit distortion at level of society as a whole. So relevant authorities should make related policies in terms of SST especially reflecting social influence related factors.