얼굴인식 결제서비스가 혁신저항을 매개로 사용의도에 미치는 영향에 관한 연구: 한·중 비교를 중심으로

Abstract

With the unfolding of the fourth industrial revolution, the payment industry has undergone earth-shaking changes after the application of new technologies. After the popularization of smart phones, mobile payment has become the main payment method. In order to ensure the security of the payment process, users need to enter a password for identity verification. Later, for more secure and convenient identity verification, biometric technology was introduced to ensure payment security. In recent years, with the in-depth integration of various technologies, a more convenient payment method has emerged, that is, face recognition payment. Since 2017, many offline stores in China have cited this new payment method. South Korea also launched the "Shinhan Card" Face Pay in 2020, but it has not been widely used. And with the application of face recognition technology in various countries around the world, it has also caused a lot of controversies. Ram & Sheth believes that the research on consumer innovation resistance is very necessary. New products can be truly innovative only when the factors that affect consumer innovation resistance can be identified and overcome. Therefore, on the basis of previous studies, this paper selects system characteristics, customer characteristics, and social characteristics as independent variables according to the characteristics and research topics of face recognition payment, and chooses innovation resistance as media variables to measure the influence on willingness to use. This research studies the influence of various factors on innovation resistance and the influence of innovation resistance on the willingness to use from two different perspectives of Korean users and Chinese users, and compares the differences between the two countries. By determining the differences in the impact of various factors on innovation resistance, it provides a theoretical basis for the face recognition payment companies of the two countries. Based on the designed model, questionnaires and some items used in previous studies were used. This study uses the online questionnaire software "Wenjuanxing" to survey ordinary people in South Korea and China, and collect data through online surveys. It took approximately 30 days from September 25, 2021 to October 24, 2021 for the data collection. 255 copies were distributed to the public in South Korea and 280 copies were distributed to the public in China. A total of 535 copies were distributed and 485 copies were recovered. The recovery rate is about 91%. Empirical analysis uses SPSS 23.0 for basic statistics, and structural equation analysis uses Smart PLS 3.0.

Keywords: Face Recognition Payment, System Characteristics, Customer Characteristics, Social Characteristics, Innovation Resistance, Intention to Use.