코로나19 팬데믹에서 호텔 무인기술에 대한 소비자의 인식 고찰 (Consumers’ Perception of Automation Technology in the Hotel Industry under the COVID-19 Pandemic)

서지정보

· 발행기관 : 한국인터넷전자상거래학회
· 수록지 정보 : 인터넷전자상거래연구 / 21권 / 1호 / 145 ~ 162페이지
· 저자명 : 김진영

초록

With the outbreak of COVID-19, self-service and automation technologies have received a substantial attention in the society as they allow non-contact transaction that can help prevention of infection. In the hotel industry, which had already begun to adopt automation technology, an interesting and important question is whether this recently elevated attention to the benefits of automation technology has an impact on the customers’ intention to use the fully automated hotel. Since the role of human service has been emphasized as a critical component of service quality in the hotel industry, this study also examined the role of perceived needs for human service with perceived risk of automation technology. The results show that positive attitude toward automation technology in the context of COVID-19 positively affects the intention to use the automated hotel while perceived risk of the automation technology positively affects perceived needs for human service, which in turn negatively influence the intention to use the automated hotel. The additional analysis by the generation cohort (generations Y versus the prior generations) does not indicate any significant differences in the structural relationships between the generation groups. Based on the findings, this study provides useful implications to the hotel industry.

영어초록

With the outbreak of COVID-19, self-service and automation technologies have received a substantial attention in the society as they allow non-contact transaction that can help prevention of infection. In the hotel industry, which had already begun to adopt automation technology, an interesting and important question is whether this recently elevated attention to the benefits of automation technology has an impact on the customers’ intention to use the fully automated hotel. Since the role of human service has been emphasized as a critical component of service quality in the hotel industry, this study also examined the role of perceived needs for human service with perceived risk of automation technology. The results show that positive attitude toward automation technology in the context of COVID-19 positively affects the intention to use the automated hotel while perceived risk of the automation technology positively affects perceived needs for human service, which in turn negatively influence the intention to use the automated hotel. The additional analysis by the generation cohort (generations Y versus the prior generations) does not indicate any significant differences in the structural relationships between the generation groups. Based on the findings, this study provides useful implications to the hotel industry.

참고자료

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