초록

스마트카(smart-car)와 맥락 인지(context aware computing) 기술의 발달로 차량 내 음성 인터페이스는 새로운 커뮤니케이션 플랫폼으로 부상하고 있다. 특히차량 내 음성 에이전트는 운전자의 즉각적인 행동 변화를 불러일으킬 수 있는 효과적인 설득의 도구로 진화할 것이라 기대된다. 기존의 미디어가 전달하던 설득메시지와는 달리 차량 내 음성 에이전트는 상황에 맞는 ‘실시간(just-in-time)’ 설득이 가능하기 때문이다. 이 연구는 차량 내 음성 에이전트를 이용하여 에코 드라이빙에 대한 설득 메시지를 제공하는 실험을 통해 실시간 설득의 효과를 검증해 보고자 하였다. 총 76명의 대학생을 상대로 에코 드라이빙에 대한 이익 프레이밍 메시지와 손실 프레이밍 메시지, 설득 프레이밍을 제시하지 않은 통제 그룹집단으로 나누어 실험을 실시하였다. 실험 결과 아무런 설득 메시지가 주어지지않은 통제 그룹에 비해 설득 메시지가 주어진 두 개의 실험 그룹들의 평균 가속도가 더 낮게 나타나 설득 메시지가 주어졌을 때, 그렇지 않은 경우보다 상대적으로 더 에코 드라이빙을 한 것을 확인할 수 있었다. 또한 이익 프레이밍에 기반한 메시지를 전달받은 그룹의 경우 손실 프레이밍 메시지를 전달받은 그룹이나통제 그룹에 비해 상대적으로 정지 푯말 위반을 더 많이 한 것으로 나타났다. 이러한 결과는 운전자의 주업무인 안전 운전 수행의 관점에서 손실 프레이밍이 더효과적일 수 있음을 시사한다. 또한 이익 및 손실 기반 프레이밍의 경우 추후 연구에서 다양한 조절 변수와의 상호작용을 보다 면밀히 관찰할 필요가 있을 것이다.

키워드

이익ᐨ손실 프레이밍　•　실시간 설득　•　음성 에이전트　• 에코 드라이빙　•　안전운전　•　인터페이스

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