중국 소비자의 모바일 결제서비스에 대한 만족도 및 지속사용의도 결정요인에 관한 실증적 연구

An Empirical Study on the Determinants of User Satisfaction and Continuous Use Intention of Mobile Payment Services by Chinese Consumers

본 논문은 세계 모바일 결제서비스 시장에서 점유율 1위를 달성한 중국 시장의 모바일 결제서비스 현황고찰을 연구배경 만족도 및 지속사용의도 결정요인에 대한 탐구에 목적을 두고 있다. 이를 위해 중국의 사용자를 대상으로 설문조사를 이행하였으며, SPSS 24.0을 활용한 회귀분석으로 결과를 도출하였다. 실증분석 결과 모바일 결제서비스의 특성 중 편리성이 가장 영향을 크게 미치는 변수로 나타났다. 이러한 결과는 서비스 제공자들이 신규 사용자의 유치 및 단골 고객의 유지를 위해 사용자의 편리성을 도모하는 방향으로 서비스를 개선할 경우 더욱 만족도와 지속사용의도를 높일 수 있음을 시사하는 것이다.

As the number of smart-phone user increases, the size of mobile payment market has been steadily growing. The purpose of this study is to examine the factors influencing adoption of mobile payment services especially in Chinese market. The research model was designed based on the Post Acceptance Model and hypotheses were set. And we examined how the characteristics of mobile payment services and the user s environmental characteristics effect on perceived usefulness and customer satisfaction. Also the relationship between perceived usefulness, customer satisfaction, and continuous use intention was studied. The research model was examined using multiple regression analysis through SPSS 24.0. First, except security, every variables were confirmed that they have a positive effects on both customer satisfaction and perceived usefulness. On the other hand, security has a positive effect on customer satisfaction, but not on perceived usefulness. Second, perceived usefulness has a positive effect on customer satisfaction and continuous use intention. Third, customer satisfaction was confirmed that it performs a partial intermediary role in this research model. This study can provide insightful guidelines to related companies by deriving factors that may effect on customer satisfaction and intention to continue using mobile payment service.