고려대학교

초록/요약

This study aimed to identify factors influencing consumers’ attitude and usage intention of mobile laundry services and to provide insights into consumer behavior and service development. Focusing on the Technology Acceptance Model (TAM), it investigated how clothing involvement influenced perceived ease of use and perceived enjoyment, which subsequently shaped attitudes and usage intentions. Data were collected from 300 participants who had experience of using mobile laundry services through an online research agent. Findings indicated that clothing involvement significantly influenced perceived ease of use and enjoyment, which served as mediators affecting attitudes toward mobile laundry services. These attitudes were pivotal. They fully mediated the relationship between clothing involvement and usage intentions, thus underscoring the crucial role of ease of use and enjoyment in shaping consumer attitudes and intentions. Consumers with high clothing involvement are more likely to find convenience and enjoyment in new services, reinforcing their adoption. Therefore, providing experiences that meet their expectations can encourage long-term usage. From a marketing perspective, mobile laundry service providers can enhance customer satisfaction and build long-term loyalty by developing services that innovative consumers find enjoyable and convenient. This study contributes to the TAM by highlighting the integral role of enjoyment in forming positive attitudes toward emerging tech-based services.