핀테크 서비스의 확산의도에 영향을 미치는 요인에 관한 연구 : 간편결제 서비스를 중심으로

Mobile simple payment services based on Pin Tech are rapidly growing through both the spread of smart-phone and revitalization of mobile shopping. And Pin-Tech is emerging as a new growth engine for ICT and retailers as well as financial companies. Accordingly, various studies on the mobile simple payment services have been reported. However, most of the researches related to the existing mobile simple payment services are just about the research on the current status and prospect of mobile simple payment services or the simple acceptance of mobile payment services. In addition, studies on continuous acceptance have mainly focused on applying TAM or UTAUT, and there is not many researchs on the spread of mobile simple payment services. Hence, in this study, we developed a diffusion model for the factors affecting the spread of Pin-Tech based mobile simple payment services and conducted robust empirical analysis. As a result of the analysis, network externality, usefulness, and social image have a positive effect on satisfaction. And satisfaction has a positive effect on diffusion intention. Based on these empirical analysis, marketing implications for mobile simple payment services are discussed. Finally, the limitation of this research and further research issues are suggested.