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미국시장에서 모바일 간편 결제 서비스의 지각된 혜택이 사용의도에 미치는 영향에 관한 연구

The Effects of Perceived Benefits on Usage Intention in U.S Market

박정근|현효원|염지환
한국국제경영학회 (Korean Academy of International Business)|2019.08|국제경영연구 (International Business Journal)|제30권 제3호|pp. 111-138|DOI http://dx.doi.org/10.14365/ibj.2019.30.3.5

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참고문헌

키워드

지각된 혜택Mobile payment servicePerceived benefits모바일 간편 결제 서비스미국 소비자 행동American consumer behavior
주제분류경영학

초록

본 연구는 혁신 기술이 적용된 새로운 지급결제 방식인 모바일 간편결제 서비스가 제공하는 혜택이 서비스에 대한 소비자의 반응(구전 및 사용의도)에 미치는 영향에 대해 검증하였다. 본 연구는 모바일 간편결제 서비스의 지각된 혜택을 단일 변수가 아닌 다차원적인 변수로 검증하여 실효성 있는 혜택을 확인하였다는데 학문적/실무적 의의를 갖는다. 본 연구에서는 모바일 간편결제 서비스가 제공하는 혜택을 지각된 실용적 혜택(편리성, 경제성, 정보성)과 지각된 유희적 혜택(즐거움, 경험성, 인식성)으로 나눠 측정하였다. 더불어, 사회적 영향요인이 혜택과 사용의도 및 구전과의 관계에 미치는 조절효과를 살펴보았다. 본 연구의 실증적 분석을 위해 모바일 간편 결제 서비스를 경험해 본 적 있는 미국 내 성인 소비자 312명을 대상으로 설문조사를 실시하여 연구모형에 대한 가설을 검증하였다. 가설 검증 결과, 모바일 간편 결제 서비스의 편리성, 경제성, 즐거움은 소비자의 긍정적인 구전을 형성하는데 영향을 미치는 것으로 나타났지만, 사용의도에는 유희적 혜택 중 인식성만이 영향을 미치는 것으로 나타났다. 본 연구는 모바일 간편 결제 서비스의 선발 국가이자 가장 큰 시장을 형성하고 있는 미국시장에 대한 분석으로 모바일 간편결제 서비스 시작하는 후발 국가에서 효과적인 전략을 수립하는데 도움이 될 것으로 사료된다.

Abstract

The study examined the effect of the benefits of mobile payment service that utilizes innovative technologies these days. The benefits of mobile payment service were measured by the two factors such as word-of-mouth and intention to use the service. We believe that the perceived benefits of mobile simple payment service should be measured as a multidimensional variable rather than a single dimensional variable. The benefits of the mobile simple payment service are considered as perceived practical benefits (convenience, economic, informational) and perceived hedonic benefits (enjoyment, experiential, and epistemic). We also examined the moderating effects of social influences on intention to use and word of mouth. For the empirical analysis, we analyzed questionnaire survey of 312 adult consumers in the US who have experienced mobile payment service. The results show that variables such as convenience, economic efficiency, and enjoyment are significant effects to build the positive word-of-mouth, where amusing benefit only was significant to the intention to use. As the study analyzed the US areas, where is the largest market for mobile payment service, the results may be utilized for the other market areas.

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