통합기술수용이론(UTAUT) 기반 옴니채널 서비스의 사용자 수용과 동인이 이용의도에 미치는 영향 연구: 혁신성과 자기효능감의 조절 효과를 중심으로

Abstract

As the importance of omnichannel has emerged, studies related to consumer acceptance of omnichannel are actively underway. This study determined that the core of omnichannel lies in connectivity and personalized services. The characteristics of the omnichannel were classified into four factors: ① instant connectivity, ② location-based provability, ③ interactivity, ④ entertainment. In addition, UTAUT model was used to study consumer acceptance and drivers according to the characteristics of each omnichannel. The results of this study found that the characteristics of omnichannel have three main effects on the belief variables of UTAUT model. First, among the characteristics of omnichannel, instant connectivity and entertainment have a significant effect on performance expectation, and instant connectivity, location-based provability, and entertainment have a significant effect on effort expectation. In addition, instant connectivity, location-based provability and entertainment had a significant effect on social influence, and instant connectivity, location-based provability, interactivity, and entertainment had a significant effect on facilitating conditions. Second, The UTAUT model"s belief variables performance expectation, effort expectation, social influence, and promotion conditions have a significant effect on the intention to use. Third, it was found that the influence of omnichannel characteristics on the UTAUT model was moderated according to the level of individual innovation and self-efficacy. This paper verified the user acceptance and usage key drivers for omnichannel services from the consumer perspective. It is expected to provide theoretical and practical implications for omnichannel consumer acceptance in that it can serve as the basis for establishing an appropriate strategy for omnichannel services in the future.