확장된 통합기술수용모델(UTAUT2)을 활용한 관광객의 도심항공교통(UAM) 이용의도에 관한 연구: 소비자 혁신성의 조절효과를 중심으로

초록

Based on the extended Unified Theory of Acceptance and Use of Technology (UTAUT2), this study investigates the factors influencing the intention to use Urban Air Mobility (UAM). A survey was conducted among tourists who had taken at least one overnight trip within the past year, resulting in a total sample of 350 valid responses. The findings reveal that among the UTAUT2 factors, performance expectancy, social influence, hedonic motivation, price value, and perceived risk significantly and positively affect the intention to use UAM. Additionally, consumer innovativeness was found to have a positive moderating effect on the relationships between social influence, hedonic motivation, and the intention to use UAM. These results demonstrate that performance expectancy, social influence, hedonic motivation, price value, and perceived risk are key antecedents of tourists’ intention to adopt UAM. Moreover, the findings suggest that higher levels of consumer innovativeness strengthen the impact of social influence and hedonic motivation on the intention to use UAM. This study is notable for applying the UTAUT2 model to the UAM industry, thereby affirming the theory’s reliability and validity in this context. Practical implications and study limitations are also discussed.

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