Earticle

초록

한국어

스마트폰 확산에 따른 SNS 사용이 보편화 되면서 구전이 마케팅의 중요한 수단이 되고 있다. 계속기업의 관점에서 고객만족, 지속적 사용의도와 구전은 기업생존의 필수요소이다. 특히 저렴하고 새로운 마케팅 수단이 되고 있는 구전의 원천을 파악하고 성별간의 차이점을 발견하고자하는 것이 본 연구의 목적이다. 구전의도에 영향을 미치는 변수를 살펴보기 위해 후기수용모델을 근거로 지각된 유용성, 지각된 용이성, 지각된 즐거움, 지각된 보안성, 사용자 만족, 지속적 사용의도 및 구전의도간의 관계를 규명하였다. 2015년 5월 1일부터 7월 31일까지 모바일 지갑 사용경험이 있는 대학생과 회사원 703명을 대상으로 설문지를 배포하여 591부를 회수(회수율 84.1%) 하였다. 부실기재 된 112부를 제외하고 479부의 유효 표본을 SPSS 22와 AMOS 22를 통해 가설검증을 수행하였다. 가설검증 결과 첫째, 지각된 유용성, 지각된 용이성, 지각된 즐거움, 지각된 보안성은 사용자 만족에 정(+)의 영향을 미치는 것으로 규명되었다. 둘째, 지각된 유용성은 지속적 사용의도에 정(+)의 영향을 미치는 것으로 규명되었다. 셋째, 사용자 만족은 지속적 사용의도에 정(+)의 영향을 미치는 것으로 규명되었다. 넷째, 사용자 만족은 구전의도에 정(+)의 영향을 미치는 것으로 규명되었다. 다섯째, 지속적 사용 의도는 구전의도에 정(+)의 영향을 미치는 것으로 규명되었다. 여섯째, 사용자 만족이 지속적 사용의도에 미치는 영향이 성별에 따라 차이가 있는 것으로 규명되었다. 본 연구는 핀테크의 중심에 있는 모바일 지갑을 대상으로 사용자 만족, 지속적 사용의도 및 구전의도에 미치는 관계를 규명하였다는 점에 의의가 있으며, 모바일 애플리케이션 개발과 마케팅 활용에 시사점을 제공할 수 있을 것이다.

영어

The lifestyle has been reorganized as mobile-centric smartphones have become daily gadgets to a modern society. In particular, the deregulation of the financial authorities, particularly, in favors to non-financial companies, have opened up new business opportunities to the non-financial companies, and, as a result, so-called "Fin-Tech Revolution" is underway. Among them, one of the mobile wallet payment methods taking advantage of this rapidly spreading and download applications for mobile wallet are also likely to increase significantly at the center of the Fin-Tech Mobile Wallet. However, although the number of downloads of the mobile applications has been increased significantly, the pros for continuous uses and acquaintances of the relevant applications are not too certain yet. As a result, the usage on the mobile wallet application is not matching up to the increased downloads of the application. In order to be sustainable organizations and sustainable use word-of-mouth among customers with continuous securing of new customers is more important than ever. For this, companies need to draft a concrete strategy, which enables them to analyze new customers' behaviors and maintain close relationship with them. In this study, we examine the behavior of the customers after the customers accept the new technologies or products. In other words, post acceptance model based on perceived usefulness, perceived ease of use, perceived enjoyment, perceived value and user satisfaction, continuous use intention and mouth-to-mouth intention. For the empirical analysis, a survey was carried out to a sample comprising of students and office workers from May 1st 2015 to July 31th 2015. Among the 703 survey participants, 591 of them had returned the survey, of which the returned rate is 84.1%. We have excluded 112 survey questionnaires, which are deemed to be false entries, and have used 479 survey questionnaires for this study. The collected samples went through hypothesis testing using both SPSS 22 and AMOS 22. The test results are as follows: First, perceived usefulness of a mobile wallet have a positive effect on user satisfaction. Second, perceived ease of use of a mobile wallet have a positive effect on user satisfaction. Third, perceived enjoyment of a mobile wallet have a positive effect on user satisfaction. Fourth, perceived security of a mobile wallet have a positive effect on user satisfaction. Fifth, perceived usefulness of a mobile wallet has a positive effect on the intention of continuous usage. Sixth, the user satisfaction of a mobile wallet has a positive effect on the intention of continuous usage. Seventh, the user satisfaction of a mobile wallet has a positive effect on the mouth-to-mouth intention. Eighth, the intention of continuous of a mobile wallet usage has a positive effect on mouth-to-mouth intention. Ninth, the perceived usefulness according to sex were significantly different impact on user satisfaction. Ninth, there is a gender difference on the user satisfaction and continuous intention to use of a mobile wallet. Tenth, perceived ease of use, depending on gender was significantly different impact on user satisfaction. Eleventh, perceived enjoyment, depending on gender was significantly different impact on user satisfaction. Twelfth, it was significantly different impact on the perceived security of user satisfaction according to gender. Thirteenth, perceived usefulness according to sex were significantly different impact on the degree of continued use. Fourteenth, the difference in impact significantly on the degree of user satisfaction was consistently used, depending on gender. Fifteenth, the difference in impact significantly on the degree of user satisfaction was handed down according to gender. Sixteenth, depending on gender was also significantly influence that the continued use is also on the difference in the oral tradition. This study has examined mobile wallet first-time users' usage satisfaction, intention of continuous usage, mouth-to-mouth intention, and identified the gender difference. Thus, this study may provide a starting point for PAM of application service, and the factors regarding consistent intention of usage and mouth-to-mouth intention may provide the practical implication for product development. However, this study has the following limitations. First, the point is that study of the early users of the mobile wallet. content and appearance of the mobile wallet will be accommodated varies with the needs of our customers. Second, the sample having a limitation. Now it has become a mobile wallet service oriented metropolis metropolitan areas surveyed were mostly limited thereto. If the future local and small towns are also building infrastructure services, it would be provided. And you will be able to survey results also vary slightly. Third, the study of the usefulness and perceived ease of perception between the genders brought conflicting results with previous studies, the brighter the difference did not present a clear rationale. Therefore, further research is needed to clarify difference between the results presented with respect to gender.

목차

국문요약
 Ⅰ. 서론
 Ⅱ. 이론적 고찰
  2.1 모바일 지갑
  2.2 후기수용모델
  2.3 확장된 기술수용모델
  2.4 지각된 보안성
  2.5 사용자 만족
  2.6 지속적 사용의도
  2.7 구전의도
  2.8 성별조절효과
 Ⅲ. 연구모형 및 연구방법
  3.1 연구모형
  3.2 가설설정
 Ⅳ. 실증분석
  4.1 자료의 수집과 인구통계학적 특성
  4.2 측정문항 구성 및 선행연구
  4.3 신뢰성 및 타당성 검증
  4.4 가설검증
 Ⅴ. 결론 및 시사점
 <참고문헌>
 Abstract

저자

• 이상기 [ Lee, Sang-Ki | 서울과학종합대학교 경영대학 박사과정 ] 제1저자
• 강명수 [ Kang, Myung-Soo | 한성대학교 사회과학대학 무역학과 교수 ] 교신저자

참고문헌