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Technical, Individual and Situational Factors Affecting Intention to Use of Mobile Easy Payment Service : Focusing on the Moderating Effects of Subjective Norms

기술, 개인, 상황 특성이 모바일 간편 결제서비스 이용의도에 미치는 영향 : 주관적 규범의 조절효과

  • Park, Hyunsun (School of Business Administration, Kyungpook National University) ;
  • Kim, Sanghyun (School of Business Administration, Kyungpook National University)
  • 박현선 (경북대학교 경영학부 BK21+) ;
  • 김상현 (경북대학교 경영학부)
  • Received : 2018.04.11
  • Accepted : 2018.06.20
  • Published : 2018.06.28

Abstract

With the development of information and communication technologies, popularization of smart phones, and relaxation of the government regulation, mobile easy payment service is rapidly growing as a major financial service. Therefore, this study examines factors that influence the intention to use mobile easy payment service through empirical analysis. We collected 386 responses by survey and formed structural equation modeling with AMOS 22.0. The results show that technical factors(relative advantage, security), individual factor(self-efficacy), situational factors(trust in prior services and satisfaction of prior services) had a positive effect on the perceived value. In addition, perceived value had a positive effect on the intention to use mobile easy payment services. Lastly, subjective norms are closely related to the relationship between perceived value and intention to use mobile easy payment services. The results can be expected to provide useful references to the Fintech related industry fields.

Keywords

Mobile Easy Payment Service;Technical Factor;Individual Factor;Situational Factor;Subjective Norms;Intention to Use

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