• Korea Trade Review
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• v.45 no.2
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• pp.103-119
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• 2020

As the easy payment service is popularized and the competition in the service market is fierce, research on factors affecting users' continuous use of the easy payment service is becoming increasingly important. However, in the existing studies, the discussion of the continuous intention to use the consumer's simple payment service has not been sufficiently conducted. Existing research remains on the way of listing technology and consumer characteristics. To bridge this research gap, this study aims to integrate and modify ECM and UTAUT to consider factors influencing the continuous use of easy payment services. The user's expectations and the confirmation were considered as important factors to decide. For empirical analysis, a survey was conducted for 236 users who had experience with domestic easy payment service. As a result, it was verified that confirmation, performance expectancy, effort expectancy, social influence, and habit in regard to easy payment services are important for continuous use intention. Through this study, it is expected that the consumer's technology acceptance mechanism on the continuous use of simple payment will be grasped in more detail to develop academic discussions in the field. Implications from the results as well as limitations of the study are presented.

• The Journal of Information Systems
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• v.28 no.1
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• pp.155-181
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• 2019

Purpose As the mobile easy payment service grows fast, competition in the payment service market is getting stronger. On the other hand, there are few studies on the users' utilization results. Therefore, this study explains the continuous use intention of mobile easy payment Services based on PAM and value model. Design/methodology/approach This study proposed an extended model by integrating PAM, which is a representative model of continuous use intention in IS field, and value model of mobile field. Also this study empirically tested 298 users who have experience of mobile easy Payment service. The structural equation model was used to verify the research model and hypotheses. Findings According to the empirical analysis result, this study verifies that perceived usefulness and satisfaction were determinants of continuous use intention in mobile easy Payment services. Expectation confirmation has been proved to be a positive predictor of satisfaction and perceived usefulness. Also, among the value factors, perceived ease was not a valid predictor of satisfaction, and the remaining factors were positive predictors of satisfaction.

• The Journal of the Korea Contents Association
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• v.19 no.9
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• pp.254-261
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• 2019

Electronic payment is a very crucial function in electronic commerce. As electronic commercial transactions develop on a mobile basis, a variety of electronic payment services that can be conveniently used are appearing. In particular, mobile easy payment services improve the user's convenience of payment and give a positive effect on activating online transactions. In this study we investigate empirically the factors influencing the user resistance to mobile easy payment services. Especially, we compares the main acceptance factors of the mobile easy payment services with the main acceptance resistance factors of the services. By doing that, we derive the implications that could contribute to the vitalizations of the mobile easy payment service market. The research model includes "perceived risk" as a main acceptance resistance factor, and "easy of use" and "usefulness" as the main acceptance factors. The relationship among these three factors, "use conflict", and "user resistance" is expressed in the model. We analyze the model by Structural Equation Model. The results proves that all the research hypotheses are adopted except for the impact of "ease of use" on "use conflict", and that users of mobile easy payment services think of "usefulness" more important than "risk".

• Convergence Security Journal
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• v.15 no.4
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• pp.73-82
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• 2015

Thanks to popularization of smart phone, mobile payment market is growing rapidly. As the obligatory use of digital certificate is abolished, easy-to-use payment that can settle with only password is being launched one after another. But its spreading speed is not fast highly. Because of concern about personal information leakage and security, unchangeability of payment habit, insufficiency of consumer protection, inadequacy of payment infrastructure and all sorts of regulations, easy-to-use payment is not activated. Recently global IT companys are entering mobile payment market competitively. It is because the sense of crisis that their survival can be dangerous from now on if they get left behind Fintech innovation and the mentality that they try to take the leadership of mobile payment market process. In this situation, the thorough preparation and a lot of effort are required to promote our autonomous easy-to-use payment growth without dependance on foreign country's. In this paper, the problems of local mobile easy-to-use payment are addressed in depth and the activation measures such as flexible and discriminative security, construction of customer protection system, law system maintenance, service differentiation are proposed.

• The Journal of the Korea Contents Association
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• v.17 no.8
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• pp.1-13
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• 2017

In this paper, a research model was designed to investigate the factors influencing the intention to use of mobile easy payment services in China. Our research model includes the service factors(instant connectivity, economic and security), social factors(subjective norms and image), the user's individual factors(self-efficacy personal innovativeness and suitability), perceived ease of use, perceived usefulness and intention to use. A survey was conducted to collect the data with users who have had the actual using experience about mobile easy payment services. In this research, the data were collected by online survey, and in final analysis, 439 users' questionnaires were used. The empirical paper proves research hypothesis by using SPSS 22.0 and AMOS 23.0. The results of the study are as follows: the mobile easy payment service factors, social factors and the user's individual factors partially give positive effects to perceived ease of use and perceived usefulness; perceived ease of use gives positive effects to perceived usefulness. In addition, perceived ease of use and perceived usefulness have positive effects to on intention to use.

• Proceedings of the Membrane Society of Korea Conference
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• 1998.09a
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• pp.87-118
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• 1998

Advantage of Water -Easy to Get 10$^{7}$ km$^{3}$ except of ice -Economical -Safety -High Solubility(a large relatice dielectronic constant) -Easy to Re-use -Easy to Waste

• Journal of Digital Convergence
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• v.16 no.6
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• pp.105-115
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• 2018

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.

• International Journal of Advanced Culture Technology
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• v.8 no.1
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• pp.38-43
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• 2020

This study examines the factors affecting the usage and diffusion of mobile easy payment services which is fast growing industry recently. After wide reviewing previous research about mobile payment, Some factors are identified as the factors influencing intention to use mobile easy payment services-confidence, innovativeness, mobile self-efficacy, relative advantage- through several mediating factors- perceived ease, perceived usefulness, perceived risk. Empirical study for a research model showed confidence, mobile self-efficacy and relative advantage are effective to the intention to use mobile easy payment services via perceived usefulness and perceived risk. Based on the results of the study, some practical implication for customer retention and acquisition are suggested.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.16 no.6
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• pp.217-223
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• 2016

The purpose of this study is to investigate the predictability of variables among technology easy to use, perceived usefulness, and technostress that had impacts on kindergarten preservice teachers' technology intention to use. For this study, the survey data collected by 64 students who were enrolled in the kindergarten preservice teacher education were analysed by using multiple regression analysis. The results of this study showed as follows. First, technology easy to use significantly affected perceived usefulness. Second, technology easy to use negatively affected technostress. Third, perceived usefulness significantly affected technology intention to use while technostress negatively affected it. From this results, it is revealed that various technology training opportunities would be provided for improving preservice teachers' technology intention to use and lessing preservice teachers' technostress. Furthermore, effective teaching-learning strategies for utilizing technology as an educational media should be developed in the early childhood educational environment.

• The Research Journal of the Costume Culture
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• v.14 no.4
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• pp.647-656
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• 2006

A purpose of this research was to analyze an effect of discount stores image on brand equity of fashion brand. One hundred ninety-four women living in Seoul and its suburb were surveyed for this study. For data analysis, descriptive statistics, factor analysis, multiple regression, and ANOVA were used for this study. As the results, first, discount stores image was classified into five factors such as convenience, service, store atmosphere, familarity, and easy use. Second, brand equity was divided into three factors such as brand loyalty, perceived quality and brand recognition. Generally, discount stores images were correlated with brand equity factor. Third, results revealed that service, easy use, convenience, and familarity were 32% of the explained variance in brand loyalty. Also, store atmosphere convenience, service, and easy use were 26% of the explained variance in perceived quality. Results revealed Store Atmosphere and easy use, and familarity were 21% of the explained variance in brand recognition. Based on these results, discount stores in private brand marketing strategies would be suggested.