에라스무스와 칸트의 자유의지로 해석한 비대면 관광서비스의 의인화가 이용자의 지속 사용 의도에 미치는 영향: 기술수용이론과 계획행동이론의 통합적 모델

초록

This study examines how antecedents of anthropomorphism in contactless tourism services influence users’ continuance intention, grounded in the concepts of free will articulated by Erasmus and Kant. Reflecting the philosophical view that human behavior is based on autonomous choice and moral judgment, the study centers on free will to investigate how anthropomorphism-inducing factors affect perceived ease of use and behavioral intention. To this end, it integrates the Technology Acceptance Model—specifically perceived ease of use—with the Theory of Planned Behavior, thereby extending the theoretical scope of tourism research. For empirical analysis, an online survey was conducted with customers who had experience using service robots and AI-based chatbots in hotels, restaurants, airports, museums, and exhibition halls. The proposed hypotheses were tested using structural equation modeling. The results indicate that among the anthropomorphism antecedents of contactless tourism services, accessibility, usefulness, and safety have significant positive effects on perceived ease of use, whereas personalization and responsiveness are not statistically significant. These findings suggest that current robot- and chatbot-based contactless tourism services in Korea have yet to sufficiently reflect users’ individual characteristics and needs. Accordingly, the study highlights the necessity of developing more personalized contactless tourism services, supported by advances in artificial intelligence technologies, to enhance users’ continuance intention.

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