Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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A Study on the Security Problems of Smart TV and Consumer's Purchase Intention

스마트TV의 보안 문제와 소비자의 구매의도에 관한 연구

  • Cho, Sung-Phil (Department of Security Convergence Science, Chungang University) ;
  • Lee, Gi-Hyouk (Department of Security Convergence Science, Chungang University)
  • 조성필 (중앙대학교 융합보안학과) ;
  • 이기혁 (중앙대학교 융합보안학과)
  • Received : 2017.06.13
  • Accepted : 2017.07.07
  • Published : 2017.07.31
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Abstract

Smart TV sareequipped with an operating system and combined with internet functionality. They can use various apps and contents, and provide personalized and interactive services. However, the Internet connectivity of smart TVs has several security vulnerabilities that can cause significant personal and social harm. Therefore, it is necessary to develop a smart TV with a higher level of security than is currently available. In this study, we analyze consumers' purchase intention for smart TVs with security reinforcement by applying the UTAUT2 model. The results are as follows. Firstly, it was found that performance expectancy, social influence, facilitating conditions and price value, as important variables under the existing UTAUT2 model, have significant effects on purchase intention. Secondly, effort expectancy did not have a positive impact on purchase intention. Thirdly, there was a moderating effect of gender on social influence. According to the results of this study, social influence has the most powerful effect on the purchase intention of smart TVs with security reinforcement. Therefore, in order to improve the purchase intention of smart TVs, it is necessary to expand the publicity activities designed to promote the necessity and importance of reinforcing the security of smart TVs and make them easier to use.

스마트TV는 운영체제를 탑재하고 인터넷 기능과 결합된 TV로서 다양한 앱과 콘텐츠의 이용이 가능하며 개인화, 양방향적인 서비스를 제공할 수 있다. 그러나 이와 같은 스마트TV의 인터넷 연결성은 여러 보안 취약점들이 존재하며 이로 인해 큰 개인적 및 사회적 피해가 야기될 수 있다. 이에 현재보다 더욱 보안이 강화된 스마트TV 개발이 요구되는 시점이며 이에 따라 본 연구에서는 UTAUT2 모델을 적용하여 보안이 강화된 스마트TV에 대한 소비자의 구매의도를 분석하고자 한다. 본 연구의 결과를 요약하면 다음과 같다. 첫째, UTAUT2 모델에서 주요변수인 성과기대, 사회적 영향, 촉진조건 및 가격가치가 소비자의 구매의도에 유의미한 영향을 주는 것을 발견하였다. 둘째, 노력기대는 구매의도에 유의미한 영향을 주지 않았다. 셋째, 소비자의 구매의도에 영향을 미치는 요인 중 사회적 영향에서만 성별 조절효과가 발견되었다. 연구 결과를 토대로 볼때 소비자들은 보안성이 강화된 스마트TV 구매에 영향을 미치는 요인으로 사회적 영향이 가장 높은 영향력을 보이고 있다. 따라서 구매의도 향상을 위해서는 무엇보다 스마트 TV 보안성 강화에 대한 필요성과 중요성에 대한 홍보 활동의 확대가 요구되고 있으며, 사용상의 편리함을 인식할 수 있을 정도의 기술적 보완이 요구되고 있다.

Keywords

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