A Study on the Influence of Product Attributes of Smart Device on User Acceptance: Mediating Effect of Utilitarian and Hedonic Motivation

본 연구는 UTAUT이론을 바탕으로 정보통신 기술수용연구에서 상대적으로 간과되어왔던 다양한 제품특성(제품기능성, 디자인, 사용편의성)이 기능적 동기(노력기대, 성과기대)와 쾌락적 동기(인지된 즐거움)에 미치는 영향과 사용동기가 스마트 디바이스 사용의도에 어떠한 영향을 미치는지 규명하고자 진행되었다. 서울을 포함하여 5대광역시의 스마트 디바이스 사용자 800명을 비례할당방식으로 조사한 결과, 기능적 동기(노력기대, 성과기대)와 쾌락적 동기(인지된 즐거움)는 스마트 디바이스 사용의도에 정(+)의 영향을 미치는 것으로 나타났으며, 스마트 디바이스의 디자인은 인지된 즐거움에, 사용용이성은 노력기대와 성과기대에 각각 정(+)의 영향을 미치는 것으로 나타났다. 그러나 제품기능성은 노력기대와 성과기대에 유의한 영향을 미치지 못하는 것으로 나타났다. The purpose of this study is to investigate the relationship between product attributes of smart device and user acceptance of technology. Moreover, the authors examined mediating effect of utilitarian and hedonic motivation between product attributes and user acceptance. Previous researches focused on user attitude and behavior intention of new technology based on Technology Acceptance Model(TAM). However, differently from previous researches, which are focused on user attitude like perceived usefulness and perceived ease of use, this research emphasized the relationship product attributes such as product functionality, design, and convenience and user motivation both utilitarian(effort expectancy and performance expectancy) and hedonic motivation(perceived enjoyment) according to UTAUT model. The results shows that 3 motivation variables(effort expectancy, performance expectancy, and perceived enjoyment) have positive impacts on user acceptance intention of smart device. product design has positive relationship to perceived enjoyment and product convenience has positive relationship to both effort and performance expectancy. Furthermore, 3 motivation variables play a full mediation between product attributes and user acceptance intention of new technology. However, product functionality has no relationship to both effort and performance expectancy. Research contribution, implications, and further research directions are discussed at the end of the paper.