Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Consumer Acceptance of Mobile Gift Certificates - Focused on UTAUT2 -

밀레니얼 세대의 모바일 상품권 수용태도에 관한 연구 - 확장된 통합기술수용모형을 중심으로 -

  • Choi, Byung-Cheon (School of Business, Chungnam National University) ;
  • Kim, Hye-Jin (Division of Ceramic Design, Kongju National University) ;
  • Chung, Ji-Bok (Department of Retail Management, Kongju National University)
  • 최병천 (충남대학교 경영학부) ;
  • 김혜진 (공주대학교 조형디자인학부) ;
  • 정지복 (공주대학교 산업유통학과)
  • Received : 2019.07.01
  • Accepted : 2019.09.20
  • Published : 2019.09.28
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Abstract

With the development and spread of smart devices, the proportion of mobile shopping is gradually increasing, and the market for mobile gift certificates is also increasing. This study examines the usage status and acceptance attitude of mobile gift certificates for university students who are major customers of mobile gift certificates. Also, based on the extended integrated technology acceptance model (UTAUT2), the results of the analysis of the mediating effect of the intention of the user on the relationship between acceptance of mobile vouchers and recommendation intention were presented. As a result of the analysis, it was shown that the effort expectation, hedonic motivation, price utility, and habit had significant influence on the intention to use the mobile gift certificates. Also, the intention to use mobile gift certificates has mediating effects between effort expectation, hedonic motivation, price utility and recommendation intention. The results of this study can be applied to strategic marketing such as recruitment of new customers through mobile gift certificates while explaining customers' acceptance of technology to mobile gift vouchers or future prospective customers.

스마트기기의 발달과 보급에 따라 모바일 쇼핑의 비중은 점차 증가하고 있으며 그 중에서 모바일 상품권의 시장도 점차 커져가고 있다. 본 연구는 모바일 상품권의 주요 고객인 대학생들을 대상으로 모바일 상품권의 이용 현황과 수용 태도를 살펴본다. 또한 확장된 통합기술수용모형(UTAUT2)을 기반으로 대학생들의 모바일 상품권 수용과 추천의도의 관계에서 사용의도의 매개효과에 대한 분석결과를 제시하였다. 분석결과 연구모형의 독립변수 중에서 노력기대, 쾌락적동기, 가격효용성, 습관은 모바일 상품권 사용의도에 유의한 영향을 주는 것으로 나타났다. 또한, 모바일 상품권 사용의도는 노력기대, 쾌락적동기, 가격효용성과 추천의도의 관계에서 매개효과를 갖는 것으로 나타났다. 본 연구결과는 모바일 상품권 사업자 또는 향후 진입 예정자들에게 고객들의 기술수용 태도를 설명하는 동시에 모바일 상품권을 통한 신규 고객 모집 등의 전략적 마케팅에 활용될 수 있을 것이다.

Keywords

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