온라인 쇼핑몰 자체 간편 결제 시스템 활성화 방안에 대한 연구
Activating Internal Simple Payment Systems in Online Shopping Malls
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초록
본 연구에서는 온라인 쇼핑몰에서 자체 간편결제 서비스 사용자들의 만족도와 지속사용 의도에 영향을 미치는 요인들을 실증적으로 분석함으로써 자체 간편결제의 지속적 이용을 위한 시사점을 얻는 데 그 목적이 있다. 연구의 목적을 위해 편의성, 인지된 포인트 적립률, 포인트 활용의 다양성, 간편결제를 제공하는 온라인 쇼핑몰에 대한 신뢰도, 간편결제에 대한 신뢰도, 개인의 지각된 유용성을 독립변수로 설정하였으며 매개변수로는 만족도, 종속변수로는 지속사용 의도로 설정하여 연구모형을 구성하였다. 카카오페이와 네이버페이만을 사용해본 사용자와 카카오페이와 네이버페이를 제외한 다른 기업의 자체 간편결제도 사용해본 사용자에게 각각 150개씩, 총 300개의 데이터를 가지고 분석하였다. 본 연구의 결과는 추후 간편결제 서비스를 출시하고자 하거나 이미 출시한 온라인 쇼핑몰들이 자체 간편결제 서비스를 보다 활성화할 수 있는 방향성을 제시하였다. 이러한 실증분석 결과는 자체 간편결제를 제공하는 기업들에게 유용한 정보 제공 및 향후 관련 후속 연구를 위한 토대를 제공할 것으로 사료된다.
Abstract
The purpose of this study is to compare the performance of Corporate Venture Capital (CVC) with that of Venture Capital (VC), and identify the key factors that affect CVC's performance. It aims to empirically analyze the factors influencing user satisfaction and intention to continue using proprietary simple payment services offered by online shopping malls, thereby providing insights into their sustained use. Accordingly, convenience, perceived point accumulation rate, diversity of point utilization, trust in online shopping malls offering simple payment, and trust in simple payment itself were established as independent variables. Satisfaction was set as a mediator, and the intention to continue use as the dependent variable. An analysis was conducted with data from 300 respondents—150 of who had only used KakaoPay and Naver Pay and 150 of who had used oproprietary simple payment services from other companies. The results were as follows: First, overall factors such as convenience, perceived point accumulation rate, diversity of point utilization, and trust had a positive impact on satisfaction. Second, satisfaction had a positive influence on the intention to continue use. Third, for users who had only used KakaoPay and Naver Pay, trust in simple payment, perceived usefulness, and diversity of point utilization had a positive effect. For those who used other companies' proprietary simple payment services, trust in simple payment, convenience, perceived usefulness, diversity of point utilization, and perceived point accumulation rate all had a positive impact on satisfaction. Fourth, when comparing the two groups, diversity in point utilization significantly influenced satisfaction only for users of other companies’ proprietary simple payment services, in addition to KakaoPay and Naver Pay, and this path difference was statistically significant. The findings of this study offer directions for online shopping malls that plan to launch or have already launched their own simple payment services to further activate these services. These empirical results provide valuable information for companies offering proprietary simple payment services and lay the foundation for related research in the future.