• 복식문화연구
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• 제28권4호
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• pp.409-419
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• 2020

Building on Technology Readiness and Acceptance Model(TRAM), the study aimed to examine how technology readiness affects consumers' perceptions of ease of use, usefulness, and risk, which in turn predict their intention to use retail service robots. Specifically, the study proposed that technology readiness motivators (optimism and innovativeness) would influence perceived ease of use and usefulness, while technology readiness inhibitors (discomfort and insecurity) would affect perceived risk. The study further examined if the perception factors (ease of use, usefulness, and risk) contribute to intention to use retail service robots. A survey method was used with data collected from Korean consumers. The final sample size was 418. The data was analyzed using structural equation modeling. Findings of the study revealed that technology readiness motivators positively affected perceived ease of use and usefulness while innovativeness had no impact on usefulness. All the inhibitors increased perceived risk. Lastly, as hypothesized, perceptions of ease of use, usefulness, and risk predicted intention to use retail service robots. This study extended the retail technology literature by applying and validating TRAM to the context of consumer acceptance of retail service robots. The study further helped marketers and retailers by highlighting the importance of technology readiness in improving consumer perceptions and responses towards retail service robots.

• 한국조리학회지
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• 제16권5호
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• pp.208-220
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• 2010

본 연구를 통해 레스토랑의 식공간 매력성(attractiveness)이 고객들의 레스토랑 평가에 어떻게 영향을 미치게 되는지를 실험 연구 방법에 의해서 규명하고, 동시에 소비자 행동에 영향을 미치는 구매 위험 지각과 감성 강도가 레스토랑 평가에 대한 식공간 매력성의 효과를 어떻게 조절하는지를 확인하였다. 한편, 종속 변수를 레스토랑의 예상된 서비스 품질과 이용 의도로 설정하고 식공간 연출의 효과를 파악하고자 하였다. 연구결과를 요약하면 다음과 같다. 첫째, 매력적으로 연출된 식공간은 매력적이지 못한 식공간에 비해 레스토랑 고객들의 예상된 서비스 품질에 대한 긍정적인 평가를 유도하고, 또한 이용 의도를 증가시켰다. 둘째, 연출된 식공간의 매력성은 저(低)위험 지각의 구매 상황보다 고(高)위험 지각의 구매 상황에서 레스토랑 고객들의 예상된 서비스 품질과 이용 의도에 대해 보다 큰 영향을 미쳤다. 셋째, 연출된 식공간의 매력성은 감성 강도가 낮은 고객보다 높은 고객의 예상된 서비스 품질과 이용의도에 대해 보다 큰 영향을 주어 개인 특성 변수인 감성 강도의 조절 효과가 밝혀졌다.

• 인터넷정보학회논문지
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• 제21권5호
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• pp.75-85
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• 2020

The application of Internet technology has created enormous impact on banking sector with the implementation of many techno-oriented services like Internet banking, EFT, branchless banking, Automated Clearing House (ACH) transactions etc. Study of customer's attitude in terms of trust, perceived risk and ease of use of a particular technology is as an important parameter for acceptance or rejection of a technology. To explore the customers'attitude for Internet banking this research is undertaken. The research is carried out in Pokhara valley which is the second largest city and tourism capital of Nepal. The study employs descriptive research design with stratified sampling procedure for eight top commercial banks. A set of 25 customers is taken from each selected 8 banks making a sample size of 200 respondents. A fixed set of question related to demographic factors is provided personally or by visiting the location of the customers of Internet banking service and collected accordingly. Reliability test is performed using Cronbach's alpha and data is analyzed using inferential statistics to present the results of the study. This study provides knowledge on the current scenario of Internet banking and helps banks in cost saving, mass customization, product innovation, improved marketing and communication. This study is very important for financial institutions like banks, government agencies and business houses to understand the perception of customers towards Internet banking and technology as a whole. The study also supplements the gap in literature on technology and banking in Nepal and serves as an important knowledge base.