Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
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A Study on Behavior in Using Fin-Tech Based on Life Style Types

라이프스타일 유형에 따른 모바일 간편결제 서비스의 이용행태 연구

  • 진정숙 (경희대학교 후마니타스 빅데이터 연구센터) ;
  • 김현모 (동아대학교 기초교양대학) ;
  • 박주석 (경희대학교 경영대학)
  • Received : 2017.01.15
  • Accepted : 2017.03.21
  • Published : 2017.03.31
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Abstract

Mobile easy payment is a term for using mobile devices to facilitate financial transactions. Mobile easy payment is a quickly emerging practice, supported by the dramatic increase of mobile phone or device users around the world. The purpose of this study is to classify user's group of the mobile easy payment service by their lifestyle based on I-VALS type and to investigate differences in usage behavior among the user groups. For empirical study, a questionnaire survey was carried out with users of mobile easy payment services using the Internet from June 7 to 10 in 2016. We conducted factor analysis for I-VALS, usage factors, satisfaction factors. We also performed cluster analysis for group classification, and analysis of variance, cross analysis to compare the different usage behavior among the user groups. In analysis results, first three cluster appeared including "ICT task-oriented group", ICT positive and socialities oriented group", "ICT leader-oriented group". Second, it was found significant differences among the clusters about factor of "easy of use", "securities", "universality", "satisfaction". Third, we showed that there were significant differences in time first used the service. Based on these findings, we provide practical implications. Results of our study can be expected to provide the basis of differentiated marketing strategy of mobile easy payment services.

Keywords

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