Journal of Digital Contents Society (디지털콘텐츠학회 논문지)

Digital Contents Society (한국디지털콘텐츠학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on Consumer's Word-of-Mouth Intention of Off-line Mobile Payment Service: Focused on the Comparison between Korean and Chinese Consumer

오프라인 모바일 결제 서비스에 대한 소비자의 구전의도에 관한 연구: 한·중 소 비자의 비교를 중심으로

  • Jung, Mi-Ra (School of Business Administration, Soongsil University) ;
  • Lim, Sung-Jin (School of Business Administration, Soongsil University) ;
  • Han, Kyeong-Seok (School of Business Administration, Soongsil University)
  • Received : 2017.09.05
  • Accepted : 2017.10.25
  • Published : 2017.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

With mobile payment always at the center of the fintech craze all over the world, many countries led by China, India, England and Brazil are dedicated to activating and supplying online and offline mobile payment services, securing competitive advantage in the global mobile payment market. However, Korea that had proudly considered itself as an IT power was crowded out of the top 10 ranking, falling behind even Australia, Mexico and Germany. Therefore, this study conducted an empirical research to measure the word-of-mouth intention of general consumers using offline mobile payment service in Korea. Furthermore, it comparatively analyzed the world's most powerful country, China, in mobile payment services, and analyzed the difference in consumer perception between Korea and China.

전 세계에서 핀테크 열풍이 불고 있는 가운데 그 중심에는 항상 모바일 결제가 있는 만큼 중국, 인도, 영국, 브라질을 대표로하는 나라들이 현재 온 오프라인 모바일 결제 서비스의 활성화와 보급화에 힘을 싣고 글로벌 모바일 결제 시장에서 경쟁우위를 선점하고 있는 상황이다. 하지만 IT 강국을 자부하던 한국은 글로벌 모바일 결제 시장에서 그 경쟁력이 10위권 밖으로 밀려나 호주, 멕시코, 독일보다도 못한 수준이다. 따라서 본 연구에서는 국내 오프라인 모바일 결제 서비스를 이용하고 있는 일반 소비자들이 해당 서비스에 대한 구전의도를 측정하고자 실증적 연구를 진행하였다. 또한 모바일 결제 서비스 분야에서 세계 최대 강국인 중국과의 비교분석을 통해 두 나라 소비자 간 인식의 차이를 분석하였다.

Keywords

References

  1. Young Moon Kim, "China Pin Tech, which also means 'paying'," China Lab, 2017.
  2. Matt Hatch, Imran Gulamhuseinwala, James Lloyd. "FinTech adoption rates across our 20 markets," Ernst & Young, 2017.
  3. Jeongheun Lee, "The world without wallet," Hankyung Business, 2016.
  4. B. Mittal, & M. J. Sheth, "Value space: winning the battle for market leadership," New York: McGraw-Hill, 2001.
  5. P. Kashyap, & D. C. Bojanic, "A structual analysis of value, quality, and price perceptions of business and leisure travelers," Journal of Travel Research, Vol.39, No.1, pp.45-51, 2000. https://doi.org/10.1177/004728750003900106
  6. H. W. Kim, H. C. Chan, & S. Gupta, "Value-based adoption of mobile internet: An empirical investigation," Decision Support Systems, Vol.43, No.1, pp.111-126, 2007. https://doi.org/10.1016/j.dss.2005.05.009
  7. L. L. Berry, K. Seiders, & D. Grewal, "Understanding service convenience," Journal of Marketing, Vol.66, No.3, pp.1-17, 2002. https://doi.org/10.1509/jmkg.66.3.1.18505
  8. K. Seiders, G. B. Voss, A. L. Godfrey, & D. Grewal, "SERVCON: Development and validation of a multidimensional service convenience scale," Journal of the Academy Marketing Science, Vol.35, No.1, pp.1-13, 2006. https://doi.org/10.1007/s11747-007-0023-7
  9. F. D. Davis, "Perceived usefulness, perceived ease of use, and user acceptance of information technology," MIS Quarterly, Vol.13, No.3, pp.319-340, 1989. https://doi.org/10.2307/249008
  10. V. Venkatesh, & F. D. Davis, "A theoretical extension of the technology acceptance model: Four longitudinal field studies," Management Science, Vol.46, No.2, pp.186-204, 2000. https://doi.org/10.1287/mnsc.46.2.186.11926
  11. F. D. Davis, R. P. Bagozzi, & P. R. Warshaw, "User acceptance of computer technology: A comparison of two theoretical models," Management Science, Vol.35, No.8, pp.982-1003, 1989. https://doi.org/10.1287/mnsc.35.8.982
  12. T. C.Lin, S. Wu, J. S. C. Hsu, & Y. C. Chou, "The integration of value-based adoption and expectation- confirmation models: An example of IPTV continuance intention," Decision Support Systems, Vol.54, No.1, pp.63-75, 2012. https://doi.org/10.1016/j.dss.2012.04.004
  13. K. A. Stewart, & A. H. Segars, "An empirical examination of the concern for information privacy instrument," Information Systems Research, Vol.13, No.1, pp.36-49, 2002. https://doi.org/10.1287/isre.13.1.36.97
  14. R. A. Bauer, "Consumer behavior as risk taking," In: R. S. Hancock (Ed.), Dynamic marketing for a changing world, Proceedings of the 43rd. Conference of the American Marketing Association, pp.389-398, 1960.
  15. V. A. Zeithaml, "Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence," Journal of Marketing, Vol.52, No.3, pp.2-22, 1988. https://doi.org/10.2307/1251446
  16. S. W. Shim, H. M. Byun, & W. H. Kim, "An Exploratory Study on the effectiveness of NFC Advertising in Cinema Environment," Journal of Digital Contents Society, Vol. 18, No. 4, July. 2017.
  17. P. F. Bone, "Word-of-mouth effects on short-term and long-term product judgments," Journal of Business Research, Vol.32, No.3, pp.213-223, 1995. https://doi.org/10.1016/0148-2963(94)00047-I
  18. B. Bickart, & R. M. Schindler, "Internet forums as influential sources of consumer information," Journal of Interactive Marketing, Vol.15, No.3, pp.31-40, 2001. https://doi.org/10.1002/dir.1014
  19. D. Kahneman, & A. Tversky, "Prospect theory: An analysis of decision under risk," Journal of the Econometric Society, Vol.47, No.2, pp.263-291, 1979. https://doi.org/10.2307/1914185
  20. P. Kotler, J. T. Bowen, & J. C. Makens, "Marketing for hospitality and tourism," Upper Saddle River, NJ: Prentice Hall, 2006.
  21. J. C. Sweeney, & G. N. Soutar, "Consumer perceived value: The development of a multiple item scale," Journal of Retailing, Vol.77, No.2, pp.203-220, 2001. https://doi.org/10.1016/S0022-4359(01)00041-0
  22. J. C. Sweeney, G. N. Soutar, & L. W. Johnson, "The role of perceived risk in the quality-value relationship: A study in a retail environment," Journal of Retailing, Vol.75, No.1, pp.77-105, 1999. https://doi.org/10.1016/S0022-4359(99)80005-0
  23. R. N. Bolton, & K. N. Lemon, "A dynamic model of customers' usage of services: Usage as and antecedent and consequence of satisfaction," Journal of Marketing Research, Vol.36, pp.171-186, 1999. https://doi.org/10.2307/3152091
  24. A. Parasuraman, & D. Grewal, "The impact of technology on the quality-value-loyalty chain: A research agenda," Journal of the Academy of Marketing Science, Vol.28, No.1, pp.168-174, 2000. https://doi.org/10.1177/0092070300281015
  25. S. E. Beatty, M. Mayer, J. E. Coleman, K. E. Reynolds, & J. Lee, "Customer-sales associate retail relationships," Journal of Retailing, Vol.72, No.3, pp.223-247, 1996. https://doi.org/10.1016/S0022-4359(96)90028-7
  26. Analysis YiGuan. "China's third-party mobile payment market quarterly monitoring report in the Q3 of 2016," 2016.10.