가치기반 수용모델(VAM)을 적용한 스마트홈 서비스 특성이 수용의도에 미치는 영향에 관한 연구: 현상유지편향의 조절효과를 중심으로

According to the latest smart home market reports, the global market was estimated to reach $444.98 billion by 2023, with an average annual growth rate of 23.7%. As smart homes gradually become more platform-based, individuals familiar with digital settings actively use smart home services. On the other hand, there are users who choose not to adopt smart home services to maintain their existing residential habits. Based on status quo bias, users are divided on whether to adopt smart home services or stick to traditional home services. In response to these changes, this study investigates the impact of smart home service features on the adoption intention, based on the modified Value-based Adoption Model (VAM). The research objectives are twofold: firstly, to measure the adoption intention of smart home services by adding home care and home entertainment factors to smart home service features, and secondly, to verify whether users' status quo bias significantly influences the adoption intention of smart home services. This research conducts as an empirical study targeting individuals who generally use smart home services. In addition, group comparisons were made using the multi-group analysis with T-test to verify differences between high and low status quo bias groups.