UTAUT 모델을 적용한 온라인 홈트레이닝 콘텐츠 이용자의 수용의도 및 사용행동 분석: COVID-19 감염에 대한 지각된 위험성의 조절효과 및 세대별 비교를 중심으로

Abstract

PURPOSE This study aimed (1) to analyze the behavioral intention and use behavior among the consumers of online home training contents via YouTube by employing the unified theory of acceptance and use of technology (UTAUT); (2) to test the moderating effects of risk perception toward the coronavirus (COVID-19) infection, and 3) to test differential impacts of generational difference across millennial and baby boom generations.METHODS A total of 400 questionnaires were distributed, and 383 samples were used for the final analysis after excluding 17 incomplete responses.Data were analyzed using the SPSS 25.0 and AMOS 22.0.RESULTS It was found that (1) the performance expectancy, the effort expectancy, and the social influence had positive effects on behavioral intention; (2)the facilitating condition had negative effects on the use behavior; (3) the behavioral intention had positive impact on the use behavior.Moreover, the risk perception toward the COVID-19 infection did not have moderating impacts on the UTAUT model, whereas generational differences did.CONCLUSIONS Our results suggest that the marketing strategy that improves exercise performance, convenience, and social influencing factors may be key to home training customers' behavioral intention and use behavior.Furthermore, home training material makers should recognize that the features and infrastructure required for the two generations are distinct and develop a separate marketing strategy for each. 서론 서론연구필요성 및 목적 지난 2020년, 세계보건기구(WHO)는 코로나바이러스 감염증 (COVID-19)의 심각한 전 세계적 확산 수준에 따라 감염병 경보 단계 의 최고 등급인 팬데믹(Pandemic: 세계 감염병 대유행)을 선언하였다 (Ha & Kim, 2020).

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