중국 인터넷 전문은행의 간편결제 서비스 속성이 소비자의 태도 및 지속적 사용 의도에 미치는 영향에 관한 연구

초록

The purpose of this study is to investigate the effect of the attributes of the simple payment service of the internet primary bank on the attitude to use the simple payment service and the intention to continue using it through a structural equation model. Structural equation analysis was performed using AMOS, and the research results are as follows. First, self-efficacy, the first variable among personal characteristics, was found to have no positive (+) effect with a path coefficient of - .01 (t= .24) on service attitude, which is the internet primary bank simple payment. The second variable is individual innovativeness, a path coefficient of .16 (t=2.99) for service attitude, and was adopted at a significance level of .00. Five variables included in the service characteristics were compatibility, convenience, trust, perceived ease of use, and perceived ease of use. All variables except Trust had a positive (+) effect. The last category, social characteristics, was adopted at a significance level of .00 with a path coefficient of .16 (t=2.99) as network externalities. This study theorizes three categories that have a great influence on the acceptance of a specific technology, the internet primary bank simple payment service, and provides a theoretical foundation for the implementation of related research in the future. In addition, our research can provide various practical implications for service providers, policy establishment and enforcement, or practitioners of financial institutions.

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