스마트 세탁기의 위험 지각에 따른 소비자 특성과 스마트 세탁기의 수용 의도

Abstract

This study examines differences in consumer characteristics, including consumer innovativeness and involvement, as well as perceived usefulness and acceptance intention for smart washing machines, after categorizing consumer groups according to their perceived risk of the machines. An online survey of female consumers aged in their 30s to 50s was conducted. A total of 380 responses were analyzed through exploratory factor analysis, cluster analysis, ANOVA test, and descriptive analysis. We identified four risk factors (i.e., social-psychological, functional, resource-loss, and financial), and classified four consumer groups based on these risk factors: resource loss high-risk group, overall low-risk group, social-psychological high-risk group, and functional high-risk group. Significant differences were notable among the groups in terms of perceived usefulness and acceptance intention for smart washing machines, as well as in terms of customer innovativeness and washing machine involvement. However, no significant difference in washing involvement was confirmed. These findings imply that it is vital to mitigate the socio-psychological risk for overcoming the delay of the machines’ spread. Additionally, we found that perceived risk, consumer innovativeness, and washing machine involvement are major criteria for segmenting the smart washing machine market.