Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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Investigation of "Paradox of Technology" in Service Convergence: Case of Telematics Service

컨버전스 서비스 평가에 대한 기술의 역설: 텔레매틱스 서비스를 중심으로

  • Published : 2009.04.30
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Abstract

Many products today tend to adopt a convergence approach by adding new features or functionalities to the existing products. The convergence, however, results in both positive and negative effects on usage of products, and thus demonstrates the characteristics called "paradox of technology." On the one hand, the added functionalities or features will increase the usefulness of the products. On the other hand, the convergence increases complexity of learning and usage of products and may decrease satisfaction or user evaluations. This study provides an empirical evidence of this paradox through investigation of telematics, one of the exemplary products of convergence services. Our research model is designed to test the existence of the "paradox of technology" and includes variables such as variety of functions, complexity of usage, perceived usefulness, service evaluation, and service fit. The proposed research model and subsequent hypotheses are empirically tested using 149 survey responses from telematics users. We have found that the variety of functions is positively associated with perceived usefulness, but is negatively associated with the complexity of usage. The data analysis reveals that the perceived usefulness has more significant impacts on service evaluation than the complexity of usage does. Furthermore, the strength of causal relationships among these variables is partially moderated by the degree of service fit. This study thus highlights the paradox of technology in explaining user attitudes and beliefs associated with convergence services.

현재 많은 제품 개발이 기존 제품 또는 서비스에 새로운 형상과 기능을 추가하는 컨버전스를 통해 이루어지고 있다. 그러나 제품 개발에서 컨버전스는 제품사용에 대한 긍/부정적 효과를 동시에 유발하며 나아가 소위 "기술의 패러독스" 문제를 내포하고 있다. 한편으로는 기능성 또는 형상의 추가를 통해 제품의 유용성을 향상시키지만 다른 한편으로는 제품 사용 및 사용을 학습의 복잡성을 증가시켜 사용자의 제품에 대한 만족과 서비스 평가에 부정적 영향을 줄 수 있기 때문이다. 이러한 관점에서 본 연구는 대표적 컨버전스 서비스 사례인 텔레매틱스 서비스를 대상으로 이러한 역설의 문제를 탐색한 실증적 결과를 제시하고 있다. 따라서 본 연구의 모델은 "기능다양성", "사용복잡성", "인지된 유용성", "서비스평가", "서비스적합성"과 같은 변인을 채택하여 기술의 역설의 존재를 검증할 수 있도록 설계되었다. 제안된 연구모델과 이에 따른 가설은 실제 텔레매틱스 서비스 사용자 149명으로부터 자료를 수집하여 PLS를 이용한 경로모형분석을 통해 검증되었다. 연구 결과 첫째, 기능다양성의 증가는 인지된 유용성과는 정의 관계가 있으나 사용복잡성과는 부의 관계에 있음이 확인되었다. 둘째, 사용자의 서비스 평가에 대한 영향은 인지된 유용성이 사용복잡성에 비해 더 큰 영향을 미치는 것으로 확인되었다. 마지막으로 연구 결과 1, 2의 변인 간 인과관계의 강도가 서비스 적합성에 의해 부분 조절되는 현상을 확인하였다. 이러한 연구결과는 컨버전스 서비스와 관련된 사용자의 믿음, 태도를 설명함에 있어서 기술의 역설의 영향을 강조하고 있다.

Keywords

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