혁신저항이론을 적용한 시니어의 온라인 여행 플랫폼 이용에 대한 저항 의도 연구: 사회적 요인의 조절효과를 중심으로

초록

This study begins with the recognition that, despite the widespread diffusion of digital technologies in tourism within an aging society, seniors continue to exhibit high levels of technology resistance. To address this issue, Innovation Resistance Theory (IRT) was applied to examine the effects of functional and psychological barriers on resistance, while also testing the moderating roles of social factors—specifically social support and social norms—reflecting the unique characteristics of senior populations. A survey was conducted among Koreans aged 65 and above, and multiple regression analysis was employed to test the proposed hypotheses. The results indicate that both functional and psychological barriers significantly increase resistance to digital tourism technologies. However, social factors were found to mitigate the negative effects of certain barriers. Academically, this study contributes by extending IRT to incorporate social characteristics specific to seniors, thereby offering a more comprehensive explanation of digital technology acceptance and rejection among senior tourists. In particular, it integrates seniors’ psychological and functional barriers with their social context, highlighting generational particularities that have been largely overlooked in prior research. From a practical perspective, the findings provide actionable strategies for digital tourism service providers seeking to reduce resistance among senior customers. Ultimately, the study underscores the critical role of social support and social norms as contextual mechanisms in alleviating seniors’ barriers to technology use.

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