클라우드 서비스를 활용한 디지털무역 사용자의 혁신저항에 관한 연구 (A Study on Innovation Resistance of Digital Trade Based On Cloud Services)

서지정보

· 발행기관 : 강원대학교 경영경제연구소
· 수록지 정보 : 아태비즈니스연구 / 12권 / 4호 / 313 ~ 329페이지
· 저자명 : 이인성, 김석태

초록

Purpose - Digital trade, which started in the early 2000s, is showing a sharp increase due to the recent pandemic. However, despite this proliferation, users' acceptance of innovation is very slow.
Cloud services are at the center of digital trade activation. This study aims to contribute to the spread of digital trade through empirical analysis of the resistance factors that hinder the use of cloud service-based digital trade using the innovation resistance theory and the status quo bias theory.
Design/Methodology/Approach - In order to achieve the research purpose, this study was conducted with 171 entrepreneurs using cloud service-based digital trade. Structural equation model(SEM) was used through empirical analysis.
Findings - As a result of the study, it was found that the complexity of technology, perceived risk, compatibility, and trust in service providers had a significant effect on innovation resistance, and policy trust did not affect innovation resistance. Also, security concerns and institutional trust were analyzed to have a significant effect on the trust of service providers.
Research Implications - This study is meaningful to help the rapid diffusion of innovative technologies through empirical analysis of factors that lower the intention to accept cloud service-based digital trade.

영어초록

Purpose - Digital trade, which started in the early 2000s, is showing a sharp increase due to the recent pandemic. However, despite this proliferation, users' acceptance of innovation is very slow.
Cloud services are at the center of digital trade activation. This study aims to contribute to the spread of digital trade through empirical analysis of the resistance factors that hinder the use of cloud service-based digital trade using the innovation resistance theory and the status quo bias theory.
Design/Methodology/Approach - In order to achieve the research purpose, this study was conducted with 171 entrepreneurs using cloud service-based digital trade. Structural equation model(SEM) was used through empirical analysis.
Findings - As a result of the study, it was found that the complexity of technology, perceived risk, compatibility, and trust in service providers had a significant effect on innovation resistance, and policy trust did not affect innovation resistance. Also, security concerns and institutional trust were analyzed to have a significant effect on the trust of service providers.
Research Implications - This study is meaningful to help the rapid diffusion of innovative technologies through empirical analysis of factors that lower the intention to accept cloud service-based digital trade.

참고자료

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