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기술수용요인과 정보탐색유형이암호화폐에 대한 지각된 위험, 태도 및 사용의도에 미치는 영향

The Effects of Technology Acceptance Factors and Information Search Types on Perceived Risk, Attitude and Intention to Use of Cryptocurrency

이제영
한국창업학회|2023.10|한국창업학회지 (Journal of the Korean Entrepreneurship Socieity)|제18권 제5호|pp. 895-925|DOI 10.24878/tkes.2023.18.5.895

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키워드

블록체인암호화폐통합기술수용이론CryptocurrencyBlockchain지각된 위험Perceived riskUTAUT정보탐색유형Information search type

초록

암호화폐(Cryptocurrency)는 인터넷을 통해 연결된 분산 컴퓨터 네트워크에서 거래당사자 간 직접 교환할 수 있는 디지털 자산을 의미하며, 빠른 정산 및 낮은 거래비용과 거래 과정에서의 보안과 신뢰성 확보의 장점을 지닌다. 이에 페이팔(Paypal) 등 주요 글로벌 기업들은 암호화폐를 자사 온라인 플랫폼에서의 새로운 지급·결제 수단으로수용하고 있으며, 최근 신산업 창업 분야에서 비중이 확대되고 있는 메타버스(Metaverse) 사업모델에서도 암호화폐는 플랫폼 내 사용자 간 거래수단으로 활용되고있는 추세이다. 본 연구에서는 새로운 지급·결제 수단이자 디지털 자산의 기능을 지닌암호화폐에 대한 소비자 사용의도에 영향을 미치는 요소들을 통합기술수용이론(UTAUT)을 통해 기술적 관점에서 고찰함과 동시에 소비자의 재무적 지식수준, 위험수용성향 및 정보탐색유형이 암호화폐에 대한 소비자의 지각된 위험과 태도 및 사용의도에어떠한 영향을 미치는지 분석하였다. 구조방정식 모형 분석결과 소비자들은 암호화폐의사용에 있어 기술적 요소는 물론 사회적 영향과 같은 개인의 환경적 요소에 의해서도유의한 영향을 받는 것으로 나타났다. 또한 암호화폐에 대한 소비자의 지각된 위험은 암호화폐에 대한 태도에 부정적인 영향을 미칠 수 있으며, 정보탐색유형에 따라 소비자가 암호화폐에 대해 인식하는 위험의 수준 역시 달라질 수 있는 것으로 나타났다. 본연구결과는 아직 도입기인 암호화폐 지급·결제서비스가 향후 시장에서 안정적으로 확산되는데 필요한 온라인 미디어 전략에 대한 이론적·실무적 시사점을 제시할 수 있을 것으로 기대된다.

Abstract

Cryptocurrency refers to digital assets that can be directly exchanged betweentrading parties in a distributed computer network, and it aims to ensure fastsettlement, low transaction costs, security and reliability in the transactionprocess. Global firms like PayPal are paying attention to the advantages ofcryptocurrencies and accepting major cryptocurrencies such as Bitcoin andEthereum as new payment methods on their online platforms. Cryptocurrency isalso being used as a means of transaction in the metaverse platform, which hasrecently increased its proportion in the field of new industries. This studyanalyzes factors affecting consumer intention to use cryptocurrency throughUTAUT and examines whether a consumer’s financial knowledge and informationsearch type have significant effects on the consumer’s perceived risk, attitude andintention to use cryptocurrency. As a result of analyzing the structural equationmodel, it is found that consumers are significantly affected by individualenvironmental factors such as social influence of their reference groups as wellas technical factors in the use of cryptocurrency. The results also show thatconsumers’ perceived risk to cryptocurrency can negatively affect their attitudestowards adopting cryptocurrency, and the level of perceived risk can also varydepending on the consumer’s information search type. Our results are expected toprovide theoretical and practical implications necessary for crypto-based paymentand settlement services, which are still in their introductory stage, to growsteadily in the future.

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