디지털융복합연구 (Journal of Digital Convergence)

한국디지털정책학회 (The Society of Digital Policy and Management)
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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
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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.

The current study examines whether consumers' perceived usefulness of and trust in the integrated mobile payments services positively influence consumer loyalty to the payments system as well as to the online shopping websites where they have used the payments system. Moreover, the study investigates the effects of individual characteristics and brand awareness of the provider of mobile payments on perceived usefulness and trust. Online survey was administered to consumers ranging in age from 20s to 40s. Data analysis reveals that as consumers' perceived usefulness of and trust in the mobile payments system positively influence consumer loyalty to mobile payments and shopping mall websites. The results of the study suggests that e-commerce's user interface design, particularly the transaction system, should receive greater attention as a basic web element of e-commerce building rather than a set of plug-ins or so.

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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