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1 에너지경제연구 Korean Energy Economic Review Volume 9, Number 2, September 2010 : pp. 101~128 스마트그리드기술의소비자수용모델 : 구조방정식모형을이용한접근 101

2 102

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6 [ 그림 1] 연구모형 106

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11 111

12 < 표 1> 신뢰성검정결과 112

13 Ф Ф 113

14 < 표 2> 타당성검정결과 114

15 2 c 2 c 115

16 < 표 3> Study 1의모델추정결과 116

17 [ 그림 2] 전문가집단의 TAM 모델 117

18 118

19 2 cd c 2 d c 2 d (1) 2 c < 표 4> Study 2 의모델추정결과 119

20 120

21 [ 그림 3] 일반소비자들의 TAM 모델 121

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23 접수일 (2010 년 4 월 9 일 ), 1 차수정일 (2010 년 7 월 9 일 ), 2 차수정일 (2010 년 8 월 9 일 ), 게재확정일 (2010 년 9 월 2 일 ) 123

24 :. 24(5) : , 1425 : :. 32(7) : ( ). 23(4) : (7) : (9) : Anderson, J. C. and Gerbing, D. W Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin 103(3) : Bagozzi, R. P. and Yi, Y On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science 16(1) : Carmines, Edward G. and Zeller, Richard A Reliability and Validity Assessment, Beverly Hills. Ca : SAGE. Chen L. D., Gillenson M. L. and Sherrell D. L Enticing Online Consumers: An Extended Technology Acceptance Perspective. Information & Management 39(8) : Cronin, J. J., Brady, M. K. and Hult G. T. M Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service 124

25 Environments. Journal of Retailing 76(2) : Davis, F. D Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly 13(3) : Davis, F. D., Bagozzi, R.P. and Warshaw, P. R User Acceptance of Computer Technology: A Comparison of Two Theoretical Models. Management Science 35(8) : DOE Grid A national vision for electricity's second 100 years. US DOE(Department Of Energy) office of Electric Transmission and Distribution. Dollen, D.V Report to NIST on the Smart Grid Interoperability Standards Roadmap. EPRI(Electric Power Research Institute), Palo Alto, California, United States. Gumaraes, T. and Igbaria, M Client/Server System Success: Exploring the Human Side. Decision Sciences 28(4) : Karahanna, E., Straub, D. W., and Chervany, N. L Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs. MIS Quarterly 23(2) : Lgbaria M., Zinatelli N., Cragg, P., and Cavaye A.L.M Personal Computing Acceptance Factors in Small Firms: A Structural Equation Model. MIS Quarterly 21(3) : Lu, J. Yu, C. S., Liu, C. and Yao, J. E Technology Acceptance Model for Wireless Internet. Internet Research 13(3) : Holbrook, M.B. and Corfman, K.P Quality and Value in the Consumption Experience: Phaedrus Rides Again. in Perceived Quality: How Consumers View Stores and Merchandise, J. Jacoby and J.C. Olson(eds), Lexington, MA: Lexington Books. MEF Technology Action Plan: Smart Grids. MEF(Major Economies Forum on Energy and Climate). Nunnally, J. C Psychometric Theory 2nd ed. New York : McGraw Hill. Okazaki, S What do we Know about Mobile Internet Adopters? A Cluster 125

26 Analysis. Information & Management 43(2) : Olson, J.C. and Reynolds, T.J Understanding Consumers, Cognitive Structures: Implications for Advertising Strategy. in Advertising and Consumer Psychology. Percy, L. and A. G. Woodside(eds). Lexington: Lexington Books. Ong, C. S., Lai, J. Y., and Wang, Y. S Factors Affecting Engineers Acceptance of Asynchronous e-learning Systems in High-tech Companies. Information & Management 41(6) : Parasuraman, A. and Grewal, D The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda. Journal of Academy of Marketing Science 28(1) : Park, S., Kang, S., and Kim, Y A Channel Recommendation System in Mobile Environment. IEEE Transactions on Consumer Electronics 52(1) : Pikkarainen, T., Pikkarainen, K., Karjaluoto, H. and Pahnila, S Consumer Acceptance of Online Banking: An Extension of the Technology Acceptance Model. Internet Research 14(3) : Ruth, C.J Applying a Modified Technology Acceptance Model to Determine Factors Affecting Behavior Intentions to Adopt Electronic Shopping on the WWW: A Structural Equation Modeling Approach. Doctoral Dissertation, University of Drexel. Sanchez-Jimenez, Manuel European SmartGrids Technology Platform. European Commission, Luxembourg. Tam, J. L. M Customer Satisfaction, Service Quality and Perceived Value: An Integrative Model. Journal of Marketing Management 20(7/8) : Venkatesh, V Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model. Information Systems Research 11(4) : Venkatesh, V. and Davis, F.D A Model of the Antecedents of Perceived Ease of Use: Development and Test. Decision Sciences 27(3) : Venkatesh, V. and Davis, F.D A Theoretical Extension of the Technology 126

27 Acceptance Model: Four Longitudinal Field Studies. Management Science 46(2) : Vijayasarathy, L. R Predicting Consumer Intentions to Use Online Shopping: The Case for an Augmented Technology Acceptance Model. Information & Management 41(6) :

28 ABSTRACT This study suggests that "Consumers' Smart Grid Acceptance Model" explain and forecast a consumers' psychological process of Smart Grid technology acceptance. It is constructed on the basis of Technology Acceptance Model(TAM). Survey data from an expert group are utilized to estimate the proposed model in study1 while study2 is based on a sample from general consumers. Through the two studies, the model could be more elaborate. The model estimation output suggested that the intention of the expert group has disparities from consumers' attitude and behavior towards Smart Grid. It is a first study proposing a model specifying what factors affect consumers' usage intention. Meanwhile, this research has a practical contribution towards forming governmental policy and planing optimized approach to distribute the Smart Grid AMI service. Moreover, the result that there were differences between experts and consumers points out that consumers' Smart Grid usage intention can be formed differently from the direction intended by the government, and finally the study gives an invaluable advice on the appropriate approach to end users. Key Words : Smart Grid, consumers' Smart Grid acceptance model, Technology Acceptance Model(TAM), Structural Equation Modeling 128

DBPIA-NURIMEDIA

DBPIA-NURIMEDIA The e-business Studies Volume 17, Number 6, December, 30, 2016:237~251 Received: 2016/11/20, Accepted: 2016/12/24 Revised: 2016/12/21, Published: 2016/12/30 [ABSTRACT] Recently, there is an increasing