중국관광객이 지각하는 모바일 결제 앱의 특성이 지각된 가치 및 지속사용의도에 미치는 영향

The Influence of the Characteristics of Mobile Payment App Perceived by Chinese Tourists on Perceived Value and Persistent Use Intention: Focusing on the Moderating Effect of Perceived Relationship Benefits

This study aims to derive the important characteristics of mobile payment apps and analyze the impact relationship between perceived value and continued use intention. It was conducted for Chinese tourists who have experience using the Alipay. The analysis results of this study are as follows. First, it was found that security, a characteristic of mobile payment apps, did not affect perceived value. Second, it was found that the perceived functional value did not affect the intention to continue use. Third, in the relationship between the perceived value of the app and the intention to use it, the interaction term between the functional value and the perceived relationship benefit (economic benefit, informatization benefit) has a significant negative (-) effect on the continuous use intention. According to the research results, First, it suggests that research is needed to solve the security problem of payment apps so that tourists can use them without anxiety. Second, it is considered that efforts to increase the functional value of mobile payment apps are needed. Third, in identifying the needs of tourists and providing various information services accurately, efforts should be made to provide positive benefits such as discount events.