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2024 Vol.42, Issue 3 Preview Page

Article

Analyzing the Impact of Service Quality on the Intention to Use Shared E-scooter: A Modified Technology Acceptance Model Approach

서비스 품질 이론을 이용한 공유 전동 킥보드 이용의사 분석: 수정된 기술 수용 모델 접근

Hye Won DO1
,
Doosun HONG2
,
Chungwon LEE3*
도 혜원1
,
홍 두선2
,
이 청원3*
1The Integrated Master and Ph.D. Course, Department of Civil and Environmental Engineering, Seoul National University, Seoul 08826, Korea
2Researcher, Institute of Construction and Environmental Engineering, Seoul National University, Seoul 08826, Korea
3Professor, Department of Civil and Environmental Engineering, Seoul National University, Seoul 08826, Korea
1서울대학교 건설환경공학부 석박사통합과정
2서울대학교 건설환경종합연구소 연구원
3서울대학교 건설환경공학부 교수
*Corresponding Author
30 June 2024. pp. 284-296
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Abstract

Shared e-scooters are a type of shared mobility service that users can easily rent and return using an app, which is useful in last-mile situations. As the interest in using shared e-scooters increases, the service quality of various types of shared e-scooters has attracted attention from the perspective of users. This study aims to determine consumers' intention to use the shared e-scooters in terms of service quality. Therefore, this study utilizes SERVQUAL and Technology Acceptance Model (TAM) to analyze the factors that influence the intention to use shared e-scooters among citizens in the Seoul metropolitan area, and provides policy implications to increase the willingness to use based on the analysis results. In particular, we model the effect of SERVQUAL on the intention to use shared e-scooter services by dividing respondents into experienced and inexperienced groups. We collected 627 valid survey responses through a survey, and the relationship between SERVQUAL and TAM provides useful implications for shared e-scooter providers and policy makers. The analysis shows that to attract inexperienced users, e-scooters need to improve their appearance and app design (Tangibles), privacy and customer service (Assurance), and accident insurance and discounts (Empathy). Furthermore, the results suggest that app information accuracy and fares (Reliability), relocation speed and inconvenience improvement (Responsiveness) should be improved to encourage users to continue using the services. The results of this study are expected to help improve last-mile mobility by enhancing the understanding of intention to use shared e-scooter services and providing various policy implications.

Keywords
intention to use
SERVQUAL
shared e-scooter
structural equation model
technology acceptance model

공유 전동 킥보드는 공유 모빌리티 서비스 중 하나로, 이용자들은 앱을 이용하여 이를 간편하게 대여 및 반납할 수 있으며, Last-Mile 상황에서 유용하다. 공유 전동 킥보드 이용에 대한 관심이 점점 증가하면서 다양한 종류의 공유 전동 킥보드 서비스 품질이 이용자 입장에서 관심을 받고 있다. 본 연구는 서비스 품질 측면에서 소비자의 이용의사를 판별하기 위해, SERVQUAL과 Technology Acceptance Model(TAM)을 활용하여 수도권 시민의 공유 전동 킥보드 이용의사에 영향을 미치는 요인을 분석하고, 분석 결과에 따라 이용의사를 높일 수 있는 정책적 시사점을 제공하고자 한다. 특히, 응답자들을 경험자와 미경험자로 분류하여 공유 전동 킥보드 이용 경험 여부에 따라 각 그룹의 SERVQUAL 항목이 이용의사에 미치는 영향을 모델링한다. 이를 위해 설문조사를 통해 유효한 627명의 응답을 수집하였고, SERVQUAL과 TAM 간의 관계를 통하여 공유 전동 킥보드 제공 업체와 정책 결정자에게 유용한 시사점을 제시하였다. 분석 결과, 미경험자의 이용을 유도하기 위해서는 킥보드의 외형 및 앱 디자인(Tangibles), 개인정보 보호 및 고객 응대(Assurance), 상해보험 및 할인 혜택(Empathy)에 대한 개선 및 보완이 필요한 것으로 나타났다. 추가로 경험자의 지속적인 이용을 유도하기 위해서는 앱 정보 정확성 및 요금(Reliability), 재배치 속도 및 불편사항 개선(Responsiveness)에 대해 보완해야 한다는 시사점을 도출하였다. 본 연구 결과는 공유 전동 킥보드 서비스의 이용의사에 대한 이해도를 높이고 다양한 정책적 시사점을 제공하고 있다는 점에서 Last-Mile 모빌리티 개선에 많은 도움이 될 것으로 기대한다.

키워드
이용의사
서비스 품질
공유 전동 킥보드
구조방정식
기술수용모델
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Information
  • Publisher :Korean Society of Transportation
  • Publisher(Ko) :대한교통학회
  • Journal Title :Journal of Korean Society of Transportation
  • Journal Title(Ko) :대한교통학회지
  • Volume : 42
  • No :3
  • Pages :284-296
  • Received Date : 2024-03-08
  • Revised Date : 2024-03-26
  • Accepted Date : 2024-05-27
  • DOI :https://doi.org/10.7470/jkst.2024.42.3.284
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