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모바일 거래 환경에서 지각된 관계혜택이 지속적 이용의도에 미치는 영향에 관한 한·중 비교 연구

A Comparative Study on the Effect of Relationship Benefits on Continuous use Intention in Mobile Commerce between Korea and China

이석준|김나형|호장죽
한국엔터프라이즈아키텍처학회 (Korea Institute of Enterprise Architecture)|2020.12|정보화연구 (The Journal of Information Technology and Architecture)|제17권 제4호|pp. 269-295|DOI 10.22865/jita.2020.17.4.269

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키워드

지각된 관계혜택지속적 이용 의도한· 중 비교모바일 거래Korea-China comparisonsMobile transactionsPerceived relationship benefitsIntent to use continuously
주제분류과학기술학

초록

모바일 인터넷이 발달함에 따라 사람들의 쇼핑 패턴이 급격히 바뀌었고 스마트폰의 보급으로 모바일 거래를 이용하는 소비자의 수가 급격히 증가하고 있다. 한?중 양국 모바일 비즈니스의 발전 양상에 따라 소비자의 지속적인 사용 의도에 영향을 미치는 요인에 대한 연구가 중요해지고 있다. 본 연구는 먼저 선행연구를 통해 모바일 상거래 환경에서 지각된 관계 혜택을 편의적 혜택, 경제적 혜택, 고객화 혜택, 정보화 혜택으로 세분하였고 다음에는 TAM모델, 사회적 교환이론과 신뢰-승인 이론을바탕으로 지각된 관계 혜택이 만족, 신뢰, 지속적 이용의도에 미치는 영향에 대한 가설을 제시하고 모델을 구축했으며 이를 검증하여 설명하였다. 중국의 경우, 경제적 혜택과 정보화 혜택이 신뢰에 긍정적 영향을 미쳤으며, 이는 모바일 거래 능숙도에 조절 효과가 있었다. 반면, 한국의 경우에는 중국과반대의 결과를 보였으며, 지각된 관계혜택과 지속적 이용의도에서의 만족에 대한 매개효과가 나타났다.

Abstract

With the development of the mobile Internet, people's shopping patterns have changed dramatically, and the spread of smart-phones has led to a sharp increase in the number of consumers using mobile transactions. With the development of mobile businesses in Korea and China, research on factors that affect consumers' intention to use continuously is becoming important. This study first subdivided perceived relationship benefits into convenience benefits, economic benefits, customerization benefits, and information service benefits in the mobile commerce environment through prior research, followed by hypotheses on the effect of perceived relationship benefits on satisfaction, trust and continuous use based on the TAM model, social exchange theory and trustapproval theory, and the model was verified and explained. In China, economic benefits and information service benefits had a positive impact on trust, which had a controlling effect on mobile transaction proficiency. On the other hand, in Korea, the results were opposite to those of China, and there was a mediating effect on the perceived benefits and satisfaction in the continuous use.

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