통합기술수용모델을 이용한 크라우드펀딩 이용의도에 영향을 미치는 요인에 관한 연구- 신뢰성을 매개로 -

The recent rapid advancement of Fintech made it possible that ordinary people were able to use financial services promptly with lower costs and greater convenience. In the domestic financial market, crowdfunding is one of the fastest growing areas. Deriving from the United Technology Acceptance Theory (UTAUT), this study proposes a research model that explains the intention of users of Information Technology and empirically investigates the factors that influence the use of crowdfunding. The results of our study showed that social influence, performance and effort expectations positively affect the trust in crowdfunding but facilitating conditions do not. Our result also indicates that the trust in crowdfunding significantly affects the intention of users. Based on these findings, we suggest the followings: in order to increase the intention of crowdfunding usage, it is important to raise the trust in crowdfunding by making all investment procedures transparently and fairly, strengthen the credibility and brand recognition externally, and build a marketing strategy that recognizes Fintech is a secure and stable financial system.