블록체인 기술을 활용한 보험 서비스의 기술 혜택이 소비자의사용 의도에 미치는 영향: 지각된 위험의 조절 효과

Abstract

The purpose of this study is to analyze the change of consumers' perceptions and attitudes about new financial services utilizing block - chain technology. In particular, we analyzed the intention to use insurance services using block chain technology based on the recognition of prospective customers for insurance services using block chain technology. The ease of new insurance services based on the evaluation of prospective customers for insurance services using block-chain technology for five factors, such as security, availability, reliability, diversity, and economy, And the effect on usability evaluation. As a result, the variables such as security, diversity, economic efficiency, and perceived risk have significant influence. Technical characteristics have positive effects on ease, and perceived risks have positive effects on ease. Next, we analyze the moderating effect of perceived risk on the block chain technology in the process of the technology chain benefits of the new insurance service affecting the ease and usefulness of insurance services. For this, regression analysis was performed with the interaction term of perceived risk and technology benefit as a variable. The analysis result showed that interaction between diversity and perceived risk, economics and perceived risk interaction was significant. However, there was no adjustment effect of perceived risk on the benefits of block-chain technology in terms of usability. Therefore, the moderating effect of perceived risk appears to affect only the ease of new insurance services. Finally, in the process of the ease and usefulness of the insurance service applying the block chain technology, the control effect of the perceived risk was significant in the process of affecting the intention of the potential customer. Therefore, perceived risk is the intention of the potential customer It was found to be an important variable to control.