디지털 테크노스트레스와 디지털기술 불편성이 핀테크 결제행동에 미치는 영향: 중국 소비자를 중심으로

Impacts of Digital Technostress and Digital Technology Discomfort on Fintech Payment Behavior: Focusing on Chinese Consumers

Purpose China has one of the most dynamic fintech service market having an ideal breeding ground for a vibrant fintech industry. Many companies;however;can not fully understand of Chinese consumers’ responses to digital technology transformation. Therefore;finding out the marketing approaches which promote Chinese consumers’ positive responses of digital payment is a very important research topic. Design/Methodology/Approach This study suggests a research model including several influencing factors such as technostress and technology readiness based on a literature review. To verify the research model;a total of 314 questionnaires are collected from Chinese consumers who are currently resident in China using an online survey. Findings The statistical analysis show that the three sub-dimensions of technostress: uncertainty;overload;and invasion are positively related with digital technology discomfort. In addition;uncertainty;overload;and invasion negatively affect fintech payment intention. Research Implications The study results are expected to provide a new theoretical approaches for digital marketing literature;and to present practical marketing guidelines for international firms targeting to China market.