온라인 시장 활성화를 위한 간편결제 특성에 관한 연구
A Study on the Characteristics of Easy Payment Systems for Facilitating Online Sales
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This study develops an extended model to predict customer satisfaction in easy payment systems based on information systems success model. Our data was collected from easy payment systems users and analyzed using PLS. This study selected four variables as easy payment systems characteristics(convenience, variety, security, speed) along with gender being used as a moderating variable. The results showed that convenience and security are turned out to affect customer satisfaction. Additionally, the test of difference in gender revealed that with respect to gender, moderating effects exist in security and speed. This implies that this study can provide different promotion strategies according to gender. Overall, the proposed model could be used to predict customers' willingness to pay on the easy payment systems.
Abstract
This study develops an extended model to predict customer satisfaction in easy payment systems based on information systems success model. Our data was collected from easy payment systems users and analyzed using PLS. This study selected four variables as easy payment systems characteristics(convenience, variety, security, speed) along with gender being used as a moderating variable. The results showed that convenience and security are turned out to affect customer satisfaction. Additionally, the test of difference in gender revealed that with respect to gender, moderating effects exist in security and speed. This implies that this study can provide different promotion strategies according to gender. Overall, the proposed model could be used to predict customers' willingness to pay on the easy payment systems.
참고문헌 (38)
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