물류로봇 배송서비스 품질이 이용의도에 미치는 영향: 유희성의 매개효과를 중심으로

The Impact of Logistics Robot Delivery Service Quality on Usage Intention: Focusing on the Mediating Effect of Playfulness

Purpose - Logistics robots have started being introduced into logistics processes such as storage and loading/unloading, and it is expected that they will also be utilized in the delivery sector, including autonomous delivery robots. This study aims to analyze the impact of the usefulness, accuracy, economic, and reliability of logistics robot delivery service quality on usage intention, as well as the mediating effect of playfulness. Design/Methodology/Approach - Based on previous studies related to delivery service quality, logistics robot, autonomous delivery robots, and playfulness, the author identified pertinent factors. Questionnaires were developed to measure each variable, and a survey of consumers was conducted. A total of 291 responses were utilized for analysis. In order to test the hypotheses, exploratory factor analysis, reliability analysis, correlation analysis, and mediated regression analysis applying SPSS Process Macro (Model 4) were performed. Findings - Results showed that the usefulness, accuracy, economic, and reliability of logistics robot delivery service quality had a significant effect on playfulness and usage intention, and accuracy had no meaningful influence. Also, playfulness was found to have a significant mediating effect in the relationship between logistics robot delivery service such as usefulness, accuracy, economics, and reliability and usage intention. Research Implications - Logistics companies should prioritize usefulness, economics, and reliability when providing delivery service quality using logistics robots, and particularly focus on offering delivery service quality that enhances consumer playfulness.