라이프스타일 유형에 따른 모바일 간편결제 서비스의 이용행태 연구

• 영문명: A Study on Behavior in Using Fin-Tech Based on Life Style Types
• 발행기관: 한국IT서비스학회
• 저자명: 진정숙(Jeong Suk Jin) 김현모(Hyun Mo Kim) 박주석(Joo Seok Park)
• 간행물 정보: 『한국IT서비스학회지』한국IT서비스학회지 제16권 제1호, 119~138쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2017.03.30

영문 초록

Mobile easy payment is a term for using mobile devices to facilitate financial transactions. Mobile easy payment is a quickly emerging practice, supported by the dramatic increase of mobile phone or device users around the world. The purpose of this study is to classify user’s group of the mobile easy payment service by their lifestyle based on I-VALS type and to investigate differences in usage behavior among the user groups. For empirical study, a questionnaire survey was carried out with users of mobile easy payment services using the Internet from June 7 to 10 in 2016. We conducted factor analysis for I-VALS, usage factors, satisfaction factors. We also performed cluster analysis for group classification, and analysis of variance, cross analysis to compare the different usage behavior among the user groups. In analysis results, first three cluster appeared including “ICT task-oriented group”, ICT positive and socialities oriented group”, “ICT leader-oriented group”. Second, it was found significant differences among the clusters about factor of “easy of use”, “securities”, “universality”, “satisfaction”. Third, we showed that there were significant differences in time first used the service. Based on these findings, we provide practical implications. Results of our study can be expected to provide the basis of differentiated marketing strategy of mobile easy payment services.

목차

1. 서 론

2. 선행연구

3. 연구설계

4. 분석결과

5. 결 론

References

키워드

FinTech Mobile easy payment ICT Lifestyle Customer Behavior Factor Analysis Cluster Analysis Analysis of Variance Cross Analysis