earticle

영어

In this study, we examine consumer’s intention to use the Home Energy Management System (HEMS) based on Extended Technology Acceptance Model (e-TAM). HEMS is the next generation ICT application management system and utilizes smart grid to maximize the electricity consumption efficiency for households. The HEMS provides households with the real-time information on electricity price based on the consumption of electricity and make consumers control their consumption of electricity. The proposed e-TAM includes three independent variables that might affect the usefulness of this system. These three external variables include an economic benefit, social contribution, and environmental responsibility. In addition, we consider income, age, and gender as moderate variables to examine moderating effects in the relationship between these external variables and usefulness. In detail, income has moderating effects on the relationship between economic benefits and usefulness. Age and gender have also moderating effects on the relationship between social contribution, economic responsibility, and usefulness. To analyze the model, 400 people are surveyed and 374 data are finally used for further analyses. The model proposed in this study is proven to be effective with R2 = 63.4%. The results show that both usefulness (path coefficient=.535) and ease of use (path coefficient=0.327) significantly affect intention to use of HEMS at the significance level of 0.01. That is, usefulness gives more impact on intention to use than ease of use does. Also, all external variables such as economic benefit (path coefficient=0.308), social contribution (path coefficient=0.298), and environmental responsibility (path coefficient=0.173) have statistically significant effects on usefulness at 0.01 significance level. As you can see, economic benefit turns out to be the most significant element that affects usefulness. After examining the moderating effect of income on economic benefit and usefulness, it is known that lower income group shows higher usefulness than the other group does. Thus, the lower income group shows more sensitivity to economic benefit. Moreover, age and gender have moderating effects on the relationship between the usefulness of HEMS and social contribution. That is, older female group feel higher usefulness in terms of environmental responsibility. Therefore, this study suggests that the government should consider these results to establish an appropriate advertisement strategy to make many people accept the HEMS. That is, economic benefit, as well as social contribution aspects of HEMS, should be addressed when the government prepares the program of public relations and design the functions of HEMS.