학술논문
모바일 결제 사용의향과 지각된 가치 및 구매 만족도가 소비자 구매의도에 미치는 영향 및 연구 / Effects of Mobile Payment Intention, Perceived Value, and Purchase Satisfaction on Consumer Purchase Intention
Document Type
Dissertation/ Thesis
Source
Subject
Language
Korean
Abstract
모바일 인터넷과 스마트폰의 급속한 발전에 따라 모바일 결제도 일상생활 속에서 중요한 역할을 맡고 있다. 어떻게 하면 소비자가 고효율의 모바일 결제에 더욱 익숙해지게 만들 수 있는 것은 중국의 각 대형 모바일 결제 운영사들이 주목하는 주요 포인트이다. 그리고 모바일 결제가 소비자 구매의사에 대한 영향은 더욱 중요하다. 이는 운영사들이 생각을 바꾸게 하고 정확하게 배치하는 것에 도움을 줄 수 있으며, 상가와 기업들이 새로운 변화에 적응하도록 도와주고 소비자들에게 더 좋은 서비스를 제공할 수 있게 만든다. 본문은 기술수용모형을 바탕으로 모바일 결제의 특징을 자변수로, 감지적 가치와 구매 만족도를 중개변수로 소비자가 모바일 결제에 대한 구매의사를 연구하였다. 이 연구는 이전의 문헌에 대한 정리와 회고를 통해 연구모형을 구축하고 가설을 제기하여 관련 설문지를 설계하였다. 또 본문의 관련 변수를 정의하고 대응하는 측정 항목을 확립했다. 전의 결과와 결합하고 SPS22.0과 AMOS20.0 통계분석 소프트웨어를 이용하여 설문조사에 관련된 데이터를 분석하였다. 신뢰도 분석을 통해 설문조사의 유효성을 분석하고 구성 방정식 모형과 결합하여 검증을 하였다.본문은 아래의 연구 결과를 얻었다: 모바일 결제의 편리성, 안전성, 외부성은 소비자 구매의사 및 구매 만족도에 현저한 영향을 미쳤다; 모바일 결제는 지각가치, 구매의사 및 구매 만족도에 현저한 영향을 미쳤다; 지각사용성, 지각유용성, 지각호환성은 소비자 구매 행위의사과 구매 만족도의 생성에 긍정적인 영향을 주고 지각위험성은 소비자 구매 행위 의사에 현저한 영향을 주지 못했다.
In 2017, the two major third-party mobile payment platforms in China launched their own subsidy methods respectively. The competition between them also popularized the mobile payments. China’s mobile payment start to develop by leaps and bounds. With the rapid development of Internet and mobile phones, mobile payment plays a vital role in daily life. Some major mobile payment platforms start to pay attention to help consumers to be more accustomed to the use of mobile payment and use it more frequently, so as to open up a brand-new field of payment. Therefore, it is of great importance to research the impact of mobile payment on consumers’ purchase intentions. Based on the characteristics of mobile payment, the theory of perceived value, and the technology acceptance model, this study makes a research related to the consumer’s intention to mobile payment, so as to help operators to change their way of thinking, arrange the business accordingly and accurately and guide businesses and companies to adapt to new changes, and better serve consumers. Based on the organization and review of the previous literature and research model. This study put forward the hypothesis and designed the corresponding questionnaire. The study defines the relevant variables and corresponding measuring items. With the help of in-depth interview and results of pretest, the study uses the statistical analysis software of SPSS22.0 and AMOS20.0 to analyze the statistics of questionnaires. The questionnaires are analyzed for its reliability and validity. Combing with testing of the structural equation model. After summarizing this study, the following research results are obtained: the convenience, security and externality of mobile payment significantly affect consumers' purchase intention and purchase satisfaction; mobile payment significantly affects perceived value, purchase intention and purchase satisfaction; perceived ease of use Perceived usefulness, perceived compatibility has a positive impact on consumer purchase behavior intention and purchase satisfaction, while perceived risk has no significant impact on consumer purchase behavior intention.
In 2017, the two major third-party mobile payment platforms in China launched their own subsidy methods respectively. The competition between them also popularized the mobile payments. China’s mobile payment start to develop by leaps and bounds. With the rapid development of Internet and mobile phones, mobile payment plays a vital role in daily life. Some major mobile payment platforms start to pay attention to help consumers to be more accustomed to the use of mobile payment and use it more frequently, so as to open up a brand-new field of payment. Therefore, it is of great importance to research the impact of mobile payment on consumers’ purchase intentions. Based on the characteristics of mobile payment, the theory of perceived value, and the technology acceptance model, this study makes a research related to the consumer’s intention to mobile payment, so as to help operators to change their way of thinking, arrange the business accordingly and accurately and guide businesses and companies to adapt to new changes, and better serve consumers. Based on the organization and review of the previous literature and research model. This study put forward the hypothesis and designed the corresponding questionnaire. The study defines the relevant variables and corresponding measuring items. With the help of in-depth interview and results of pretest, the study uses the statistical analysis software of SPSS22.0 and AMOS20.0 to analyze the statistics of questionnaires. The questionnaires are analyzed for its reliability and validity. Combing with testing of the structural equation model. After summarizing this study, the following research results are obtained: the convenience, security and externality of mobile payment significantly affect consumers' purchase intention and purchase satisfaction; mobile payment significantly affects perceived value, purchase intention and purchase satisfaction; perceived ease of use Perceived usefulness, perceived compatibility has a positive impact on consumer purchase behavior intention and purchase satisfaction, while perceived risk has no significant impact on consumer purchase behavior intention.