The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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A Study on Initial Characterization of Big Data Technology Acceptance - Moderating Role of Technology User & Technology Utilizer

빅데이터 기술수용의 초기 특성 연구 - 기술이용자 및 기술활용자 측면의 조절효과를 중심으로

  • 김정선 (이화여자대학교 대학원 디지털미디어학부) ;
  • 송태민 (한국보건사회연구원 통계정보연구실)
  • Received : 2014.07.23
  • Accepted : 2014.08.14
  • Published : 2014.09.28
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Abstract

Systematic studies have been rarely conducted on the acceptance of big data technology despite the technology drawing much attention from academia, industry and general public. With big data technology still being in the infant stage in Korea, a study model was constructed in this paper by integrating the innovation diffusion theory and the task technology fit theory with this technology acceptance model (TAM) as the central framework to make big data technology more readily acceptable in the country, and the aim of making big data technology readily acceptable was expanded as the moderator variable of the TAM. The results of this study showed that "subjective norm" and "task technology fit" showed the most significant effect as the exogenous variables of the TAM. In addition, the "innovative characteristic of the organization" was the significant exogenous variable affecting the intention to accept big data technology to those "technology utilizers" that try to come up with new services or products that are technology-based; however, "subjective norm" was the rather significant factor affecting those simple "technology users". Finally, a significant difference was seen in the verification of mediation effect.

빅데이터와 관련 기술에 대하여 학계, 산업계, 공공의 관심이 크지만 아직까지 빅데이터 기술수용에 대하여 체계적으로 연구된 사례는 매우 드물다. 본 연구는 국내 초기 시장인 빅데이터 기술수용 연구를 위해 기술수용모델(TAM)을 중심 틀로 혁신확산이론(Innovation Diffusion Theory) 및 과업기술적합성(Task Technology Fit)이론을 통합적으로 활용하여 연구모형을 설정하였으며 빅데이터 기술 수용의 목적성을 기술수용모델의 조절변인으로 확장하였다. 연구결과 '주관적 규범'과 '과업기술적합성'이 TAM의 외생변인으로 가장 크게 영향을 가졌으며 기술기반의 새로운 서비스나 상품을 기획하고 개발하고자 하는 목적의 '기술활용자' 집단에게 '조직의 혁신성향'은 기술의 수용의도에 영향을 미치는 유의한 외생변인이나 단순히 기술을 이용하고자 하는 '기술이용자' 집단에게는 오히려 '주관적 규범'이 영향력을 가진 것으로 나타났다. 마지막으로 매개효과 검증에서도 유의한 차이점이 검증되었다.

Keywords

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