통합기술수용이론(UTAUT)을 기반으로 간편결제 서비스 수용의도와 이용에 관한 연구 : 혁신저항의 조절효과를 중심으로

Abstract

A Study on the User's Acceptance and Use of Easy Payment Service based on UTAUT : Focused on the Moderating Effect of Innovation Resistance

Kang, Sun Hee

Department of Business Administration, The Graduate School, Pukyong National University

Abstract

The fever of FinTech, an IT-based financial service, is sweeping throughout the globe, and the interest in the new payment service called ‘easy payment service’ is rising also in Korea. However, despite of this drastic increase of the interest in easy payment service due to the influence of FinTech, it is not spreading rapidly. The reasons would include consumers’ concerns about personal information leakage and security, lack of offline payment infrastructure, various types of regulation. In this study, to examine how easy payment service would be accepted by consumers, based on the UTAUT, users’ easy payment service acceptance intention and use were researched by adding perceived risk related to its relatively lower level of security compared to existing payment systems, which should be the biggest problem of the current FinTech industry. Then, the mediating effect of innovation resistance felt by users during the process of easy payment acceptance was empirically analyzed. In addition, through extended research, how the overall acceptance model would change when the dependent variable was divided into ‘easy payment acceptance intention for micro payment’ and ‘easy payment acceptance intention for large payment’ was examined. The study results can be summarized as below. First, expectation for effort and social influence had a positive (+)effect on acceptance intention, and perceived risk had a negative (-)effect on acceptance intention. Second, there was a significant correlation between easy payment service acceptance intention and use, which indicates that acceptance intention has direct and indirect effects on actual acceptance. Third, as for the mediating effect of innovation resistance, as innovation resistance was low, acceptance intention was high. In addition, although expectation for effort and social influence had a mediating effect in the relationship with acceptance intention, they had no mediating effect on perceived risk. Fourth, according to the extended research on micro payment and large payment, basically simple payment service turned out to be more appropriate for micro payment than large payment. For activation of micro payment, simplicity and convenience of easy payment should be improved for users to be able to easily and conveniently use it, and strategies related to expectation for effort and social influence should be established for users to be able to raise their pride and recommendation intention. As for macro payment, strategies that could expand social influence and reduce perceived risk turned out to significantly influence acceptance intention. For expansion of the easy payment service market, benefits to induce users to experience the new service escaping from the existing systems should be provided, and promotion strategies and information protection measures to raise simplicity and convenience and reduce perceived risk need to be established simultaneously.

Keywords: FinTech, easy payment service, perceived risk, innovation resistance, acceptance intention.