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소셜 네트워크 서비스에 기반한 모바일 페이먼트의 지속사용의도: 신뢰 전이 이론을 중심으로

A Study on Continuance Intention of Mobile Payment Extended from Social Network Service: Based on Trust Transfer Theory

구지은|김희진
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2023.02|상품학연구 (Journal of Product Research)|제41권 제1호|pp. 67-76|DOI 10.36345/kacst.2023.41.1.010

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키워드

소셜 네트워크 서비스SNS소셜 미디어social mediamobile payment신뢰 전이간편결제trust transfersocial network service모바일 페이먼트
주제분류경영학

초록

모바일 페이먼트 시장의 약진이 두드러진다. 스마트폰 하나로 언제 어디서든 결제를 할 수 있다는 편리함에 기인했을 것이다. 그러나 편리한 만큼 소비자들은 이 새로운 기술이 믿을만한지, 안전한지에 대한 불안감을 가지고 있다. 모바일 페이먼트가 지금보다 더 성장하기 위해서는 소비자의 신뢰가 필수적이다. 이에 본 연구는 빅테크 기업의 모바일 페이먼트 서비스를 중심으로 소비자의 신뢰가 모바일 페이먼트의 지속사용의도에 미치는 영향을 분석했다. 특히 빅테크 기업의 모바일 페이먼트는 모 서비스(예: 카카오페이의 모 서비스는 카카오톡)의 사용 경험을 보완하기 위해 출시된 경우가 많다. 그러므로 모 서비스에 대한 신뢰가 모바일 페이먼트에 대한 신뢰로 전이될 가능성이 높다. 본 연구는 신뢰 전이 이론을 근거로 하여 연구모형을 제시하고 데이터를 분석했다. 카카오톡과 카카오페이를 둘 다 사용하는 360명의 설문 데이터를 분석한 결과 모 서비스인 카카오톡의 감정적․인지적 신뢰는 카카오페이의 신뢰에 전이되는 것으로 나타났다. 또한 두 서비스가 유사하다고 인식할수록 카카오페이의 신뢰는 높아졌고 카카오페이의 지속사용의도에도 직접적인 정(+)의 영향을 미쳤다. 카카오페이에 대한 신뢰는 카카오페이 지속사용의도를 유의하게 증가시켰고 카카오톡의 감정적․인지적 신뢰, 카카오페이와의 유사성이 카카오페이 지속사용의도에 미치는 영향도 매개하는 것으로 나타났다. 본 연구는 모바일 페이먼트에 대한 사용자 행동을 단일 서비스가 아닌 빅테크–금융의 확장 서비스 관점에서 살펴보고 단일 채널 내 이종 서비스 간 신뢰 전이 현상을 검증함으로써 금융 서비스의 신뢰 전이에 관한 연구를 확장시키는 데 기여하고 있다.

Abstract

Mobile payment is making remarkable strides. This is due to the convenience of being able to pay anytime, anywhere with just one smart phone. However, as convenience as it is, consumers are anxious about whether the new technology is reliable or safe. Consumer trust is essential for mobile payment to grow further than it is now. Thus the current study analyzed the effect of consumer trust on continuance intention of mobile payment, specifically one offered by big tech companies. In particular, big tech companies often release mobile payment to complement the usage experience of parent service(e.g., Kakao Pay’s parent service is KakaoTalk). Therefore, trust transfer is highly likely from parent service to mobile payment. The current study proposed a research model based on trust tranfer theory and examined the collected data. As the results of analyzing the survey data of 360 respondents who use both KakaoTalk and Kakao Pay, emotional and cognitive trust of KakaoTalk, the parent service, was transferred to trust of Kakao Pay. In addition, the perceived similarity between the two services increased trust of Kakao Pay and, furthermore, had a direct positive effect on the continuance intention of Kakao Pay. Trust of Kakao Pay significantly increased the continuance intention of Kakao Pay and also mediated the effects of emotional and cognitive trust of KakaoTalk and its similarity with Kakao Pay on the continuance intention of Kakao Pay. This study can contribute to the research on trust transfer in financial services by examining users’ behavior of mobile payments service in the context of big tech-finance expansion and verifying the trust transfer between heterogeneous services within a single channel.

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