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간편결제 서비스에 대한 지각된 유용성 및 신뢰가 결제 및 쇼핑몰 충성도에 미치는 영향

Effects of Consumer Trust and Perceived Usefulness on Mobile Payments and Online Shopping Website Loyalty

  • 한진희 (인천대학교 패션산업학과) ;
  • 제소현 (인천대학교 패션산업학과) ;
  • 김보현 (인천대학교 패션산업학과) ;
  • 박지선 (인천대학교 패션산업학과)
  • Han, Jin-Hee (Dept. of Fashion Industy, Incheon National University) ;
  • Jae, So-Hyun (Dept. of Fashion Industy, Incheon National University) ;
  • Kim, Bo-Hyun (Dept. of Fashion Industy, Incheon National University) ;
  • Park, Jee-Sun (Dept. of Fashion Industy, Incheon National University)
  • 투고 : 2015.10.25
  • 심사 : 2015.12.20
  • 발행 : 2015.12.28

초록

본 연구는 간편결제 서비스에 대한 지각된 유용성 및 신뢰가 결제 서비스 이용에 대한 충성도 및 해당 쇼핑몰에 대한 충성도에 미치는 영향을 분석하였다. 또한 간편결제 서비스에 대한 사용자들의 지각된 유용성 및 신뢰에 사용자 개인 특성 및 결제 서비스 브랜드에 대한 인지도가 미치는 영향을 함께 검증하였다. 20대-40대 사용자를 중심으로 온라인 설문을 실시한 결과, 소비자들이 간편결제 서비스를 사용하면서 서비스 시스템에 대한 유용성을 많이 느끼고 서비스 제공자에 대한 신뢰가 높을수록 간편결제 서비스에 대한 충성도 뿐 아니라 결제 서비스를 제공한 해당 쇼핑몰에 대한 충성도 또한 높아지는 것으로 나타났다. 또한 결제 서비스에 대한 지각된 유용성 및 신뢰는 소비자 개인의 기술혁신성, 스마트폰 활용 정도 및 서비스 브랜드 인지도에 영향을 받는 것으로 나타났다. 본 연구는 온라인 또는 모바일 쇼핑환경을 제공하는 기업들이 결제 시스템을 쇼핑 사이트에 부가된 요소로서 판단하는 것이 아니라 사이트 자체의 한 구성요소로 인식하여 사이트 디자인에서부터 설계하고 구현해야 한다는 것을 보여준다.

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피인용 문헌

  1. Effects of Consumer Propensity and Brand Attitude on Brand Extension Assessment: Focused on Easy Mobile Payment Services vol.55, pp.4, 2017, https://doi.org/10.6115/fer.2017.029