제품 범주화를 활용한 전동킥보드의 위험도 지각에 관한 탐색적 연구

초록

Electric kick-scooters are rapidly spreading because they are easy to use and fast, but there is little perception that they have motorcycle-level risks. Therefore, this study attempted to suggest a way to recognize the risk of electric kick-scooters. As a result of the experiment, when the electric kick-scooter was presented as a bicycle rather than a scooter, the product quality was evaluated to be higher when the company was an automobile company than when it was a mobility company. Looking at the interaction effect, in the case of an automobile company, the product category did not affect the perception of product risk, but in the case of a mobility company, the kick-scooter was evaluated as more dangerous when it was presented as a scooter than when presented as a bicycle. Based on these results, implications related to electric kick-scooter were discussed.

키워드