DOI QR코드

DOI QR Code

A Study on the Resistance Factors for Mobile Easy Remittance Service Acceptance - Based on the Switching Cost and Innovation Resistance Model

모바일 간편송금서비스 수용에 대한 저항요인 연구 : 전환비용과 혁신저항모형을 중심으로

  • 정석찬 (동의대학교 e비즈니스학과) ;
  • 전화목 (동의대학교 대학원 e비즈니스전공, (주)더존비즈온)
  • Received : 2019.06.03
  • Accepted : 2019.08.29
  • Published : 2019.09.30

Abstract

Purpose The purpose of this study is to investigate the resistance factors interfering the acceptance factors of the mobile easy remittance service focusing on the switching cost and the innovation resistance model. Design/methodology/approach This study focuses on revealing the resistance factors of the mobile easy remittance service acceptance. The resistance factor is designed consisting both consumer characteristics and service characteristics in the Innovation Resistance Model. Furthermore, the effect of resistance factors on the innovation resistance and acceptance intentions were detected by moderating the switching cost. Findings According to the empirical analysis result, this study investigated the effect of resistance factors on innovation resistance and acceptance intention for the mobile easy remittance service. The results of this study as follows; (1) The consumer's inherent innovativeness did not significantly affect the innovation resistance and acceptance intention. (2) The attitude toward existing services and complexity significantly affected innovation resistance in direct manner, thus affecting the acceptance intention in indirect manner. (3) The perceived usefulness significantly affected both the innovation resistance and the acceptance intention in direct manner. (4) The perceived risk only effected the acceptance intention. (5) The switching cost had a moderating effect on the innovation resistance and acceptance intention.

Keywords

FinTech;Mobile Easy Remittance Service;Innovation Resistance Model;Switching Cost;Resistance Factors;Acceptance Intention

References

  1. KB금융지주 경영연구소, "간편송금에서 금융플랫폼으로 진화한 토스", KB 지식비타민, 2018.5.2.(18-34호).
  2. 김기호, 이형용, "모바일 간편 결제 서비스의 고액결제 사용의도 집단과 소액결제 사용의도 집단 간 차이 연구", 정보시스템연구, 제28권, 제2호, 2019, pp. 181-200.
  3. 김은비, 국내 모바일 간편결제서비스 시장 현황과 시사점, KEIT 산업경제, 2018.11, pp. 46-57.
  4. 신재권, 이상우, "혁신저항모형에 기반한 손목형 웨어러블 디바이스의 수용의도 연구: 혁신특성, 소비자특성, 혁신저항을 중심으로", 한국콘텐츠학회논문지, Vol. 16, No. 6, 2016, pp. 123-134. https://doi.org/10.5392/JKCA.2016.16.06.123
  5. 양윤선, 신철호, "신기술 수용에 있어서 소비자 혁신저항: 휴대폰 터치 인터페이스(Touch Interface) 기술 중심으로", 한국디자인학연구, Vol. 23, No. 3, 2010, pp. 37-52.
  6. 양천, 김문홍, "모바일 결제애플리케이션에 따른 개인적 특성, 시스템 특성, 사회적 특성이 수용의도에 미치는 영향", 예술인문사회 융합 멀티미디어 논문지, Vol. 7, No. 1, 2017, pp. 45-59.
  7. 연다인, 문동지, 김희웅, "온라인 간편결제서비스 사용 활성화에 대한 연구", 정보시스템연구, 제27권, 제4호, 2018, pp. 203-227.
  8. 우가인, 조재형, "핀테크 기반의 간편결제서비스 지속적 사용의도에 대한 요인 연구", 정보시스템연구, 제26권, 제3호, 2017, pp. 25-46.
  9. 유지은, 이성준, "단통법 도입 이후 이동통신서비스 가입유형 변화에 관한 연구: 서비스 전환비용과 단말지원금 혜택을 중심으로", 2016년도 한국통신학회 추계종합학술대회 논문집, 2016, pp. 510-512.
  10. 이웅규, 권정일, "기술수용모형과 전환비용의 관계 분석", 한국경영과학회지, 제37권, 제1호, 2012, pp. 89-104. https://doi.org/10.7737/JKORMS.2012.37.1.089
  11. 이호규, 이선희, 장병희, "3DTV 수용 저항에 영향을 미치는 요인- 혁신확산이론과 혁신저항모형의 결합", 방송통신연구, No. 80, 2012, pp. 78-111.
  12. 한국은행, "2018년 중 전자지급서비스 이용현황", 2019.4.13.
  13. 황보충, 정경수, 노미진, "모바일 간편 결제 서비스 특성과 기대일치, 만족, 지속적 이용의도 간의 관계 분석", 경영교육연구, 제31권, 제4호, 2016, pp. 591-615.
  14. 황현주, 김정균, "모바일 간편송금서비스의 사용자 저항의도에 대한 연구", e-비즈니스연구, 제19권, 제1호, 2018, pp. 135-153.
  15. Asfour, H. K. and Haddad, S. I., "The Impact of Mobile Banking on Enhancing Customers' E-Satisfaction: An Empirical Study on Commercial Banks in Jordan", International Business Research, Vol. 7, No. 10, 2014, pp. 145-169.
  16. Gourville, J. T., "The Curse of Innovation: A Theory of Why Innovative New Products Fail in the Marketplace", HBS Marketing Research Paper No. 05-06, https://ssrn.com/abstract=777644.
  17. Haj-Salem, N., and Chebat, J. C., "The Double-edged Sword: The Positive and Negative Effects of Switching Costs on Customer Exit and Revenge", Journal of Business Research, Vol. 67, No. 6, 2014, pp. 1106-1113. https://doi.org/10.1016/j.jbusres.2013.05.050
  18. Hair, J. F., Sarstedt, M., Ringle, C. M., and Mena, J. A., "An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research", Journal of the Academy of Marketing Science, Vol. 40, Issue 3, 2012, pp. 414-433. https://doi.org/10.1007/s11747-011-0261-6
  19. Hellier, P. K., Geursen, G. M., Carr, R. A., and Rickard, J. A., "Customer Repurchase Intention: A General Structural Equation Model", European Journal of Marketing, Vol. 37, No. 11-12, 2003, pp. 1762-1800. https://doi.org/10.1108/03090560310495456
  20. Jae, E. Y., Hwang, M., Kwon, M., and Han, K., "A Study on Innovation Resistance Model of Internet Primary Banks", International Journal of Software Engineering and Its Application, Vol. 10, No. 6, 2016, pp. 1-12.
  21. Kleijnen, M., Lee, N., and Wetzels, M., "An Exploration of Consumer Resistance to Innovation and Its Antecedents", Journal of Economic Psychology, No. 30, 2009, pp. 344-357.
  22. Kuisma, T., Laukkanen, T., and Hiltunen, M., "Mapping the Reasons for Resistance to Internet Banking: A Means-end Approach", International Journal of Information Management, Vol. 27, No. 2, 2007, pp. 75-85. https://doi.org/10.1016/j.ijinfomgt.2006.08.006
  23. Laukkanen, T., "Consumer Adoption Versus Rejection Decisions in Seemingly Similar Service Innovations: The Case of The Internet and Mobile Banking", Journal of Business Research, Vol. 69, No. 7, 2016, pp. 2432-2439. https://doi.org/10.1016/j.jbusres.2016.01.013
  24. Lee, S. Y., "Examining the Factors that Influence Early Adopters' Smartphone Adoption: the Case of College Students", Telematics Information, Vol. 31, No.2, 2014, pp. 308-318. https://doi.org/10.1016/j.tele.2013.06.001
  25. Lee, Y. K., Park, J. H., Chung, N., and Blakeney, A., "A Unified Perspective on The Factors Influencing Usage Intention toward Mobile Financial Services", Journal of Business Research, Vol. 65, No. 11, 2012, pp. 1590-1599. https://doi.org/10.1016/j.jbusres.2011.02.044
  26. Lule, I., Omwnsa, T. K., and Waema, T. M., "Application of Technology Acceptance Model (TAM) in M-Banking Adoption in Kenya", International Journal of Computing and ICT Research, Vol. 6, Issue 1, 2012, pp. 31-43.
  27. Martins, R. C., Hor-Meyll, L. F., and Ferreira, J. B., "Factors Affecting Mobile Users' Switching Intention: A Comparative Study between Brazilian and German Markets", Brazilian Administration Review, Vol. 10, No.3, 2013, http://dx.doi.org/10.1590/S1807-76922013000300002. https://doi.org/10.1590/S1807-76922013000300002
  28. Mohtar, S. B., and Abbas, M., "Consumer Resistance to Innovation due to Perceived Risk: Relationship between Perceived Risk and Consumer Resistance to Innovation", Journal of Technology and Operations Management, Vol. 310 No. 1, 2015, pp. 1-13.
  29. Mook, D. G., "In Defense of External Invalidity", American Psychologist, Vol. 38, No. 4, 1983, pp. 379-387. https://doi.org/10.1037/0003-066X.38.4.379
  30. Oakey, R. P., "Open Innovation and Its Relevance to Industrial Research and Development: The Case of High-Technology Small Firms", International Small Business Journal: Researching Entrepreneurship, Vol. 31, No. 3, 2013, pp. 41-48.
  31. Ogawa, S., and Pongtanalert, K., "Exploring Characteristics and Motives of Consumer Innovator: Community Innovators vs. Independent Innovators", Research- Technology Management, Vol. 56, No. 3, 2013, pp. 41-48. https://doi.org/10.5437/08956308X5603088
  32. Peterson, R. A., and Merunka, D. R., "Convenience Samples of College Students and Research Reproducibility", Journal of Business Research, Vol. 67, No. 5, 2014, pp. 1035-1041. https://doi.org/10.1016/j.jbusres.2013.08.010
  33. Ram, S., "A Model of Innovation Resistance", Advances in Consumer Research, Vol. 14, No. 1, 1987, pp. 208-212.
  34. Salari, N., Development and Validation of the Innovation Resistance Model across Middle Eastern Countries, Ph. D. Thesis in University of Birmingham, 2014.
  35. Shaikh, A. A., and Karjaluoto, H., "Mobile Banking Services Continuous Usage : Case Study of Finland", The 49th Hawaii International Conference on System Sciences (IEEE), pp. 1497-1506, 2016.
  36. Sheth, J. N., "Psychology of Innovation Resistance: The Less Developed Concept (LDC) in Diffusion Research", Research in Marketing, Vol. 4, 1981, pp. 273-282.
  37. Tobbin, P., and Kuwornu, J. K., "Adoption of Mobile Money Transfer Technology: Structural Equation Modeling Approach", European Journal of Business and Management, Vol. 3, No. 7, 2011, pp. 59-77.
  38. Tornatzky, L. G., and Klein, K. J., "Innovation Characteristics and Innovation Adoption-Implementation: A Meta-Analysis of Findings", IEEE Transactions on Engineering Management, Vol. 29, No. 1, 1982, pp. 28-43.
  39. Yu, C., "Factors Affecting Individuals to Adopt Mobile Banking: Empirical Evidence from the UTAUT Model", Journal of Electronic Commerce Research, Vol. 13, No. 2, 2012, pp. 104-121.