STO 이용의도에 영향을 미치는 요인에 관한 연구
A Study on Factors Influencing Intention to Use STO
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초록
조만간 STO가 법제화 되면 자산 시장에 큰 변화가 올 것이라 예상된다. STO는 새로운 혁신 금융 상품 및 서비스라고 할 수 있는데 본 연구는 새롭게 선보일 STO가 잠재 이용자들의 이용의도에 어떠한 요인들이 영향을 미치는지를 분석하고자 하였다. 분석 결과는 다음과 같다. 첫째, 블록체인 특성인 투명성, 보안성, 가용성이 기술 신뢰를 매개로 하여 이용의도에 긍정적인 영향을 주는 것으로 확인되었다. 둘째, 제도적 특성인 구조적 보증은 플랫폼 신뢰를 매개로 이용의도에 긍정적인 영향을 주는 것으로 분석되었다. 셋째, 고객이 STO에 대해서 인식하는 사회적 영향 및 지각된 평판은 기각이 되었다. 넷째, 금융의 핵심은 신뢰인데 기술 신뢰 및 플랫폼 신뢰가 STO 이용의도에 긍정적인 영향을 미친다는 것을 실증적으로 분석하였다.
Abstract
The impending legalization of Security Token Offerings (STOs), significant changes are expected in the asset market. STOs can be considered as innovative financial products and services. This study aims to analyze the factors influencing the intention to use newly introduced STOs by potential users. The analysis results are as follows: First, it was confirmed that the characteristics of blockchain, such as transparency, security, and availability, positively influence the intention to use through technological trust. Second, it was analyzed that institutional characteristics, such as structural guarantees, positively influence the intention to use through platform trust. Third, the societal impact and reputation perceived by customers regarding STOs were rejected. Fourth, although trust is essential in finance, it was empirically analyzed that technological trust and platform trust positively influence the intention to use STOs.
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