디지털 테크노스트레스와 디지털기술 불편성이 핀테크 결제행동에 미치는 영향: 중국 소비자를 중심으로

Purpose - China has one of the most dynamic fintech service market having an ideal breeding ground for a vibrant fintech industry. Many companies, however, can not fully understand of Chinese consumers’ responses to digital technology transformation. Therefore, finding out the marketing approaches which promote Chinese consumers’ positive responses of digital payment is a very important research topic. Design/Methodology/Approach - This study suggests a research model including several influencing factors such as technostress and technology readiness based on a literature review. To verify the research model, a total of 314 questionnaires are collected from Chinese consumers who are currently resident in China using an online survey. Findings - The statistical analysis show that the three sub-dimensions of technostress: uncertainty, overload, and invasion are positively related with digital technology discomfort. In addition, uncertainty, overload, and invasion negatively affect fintech payment intention. Research Implications - The study results are expected to provide a new theoretical approaches for digital marketing literature, and to present practical marketing guidelines for international firms targeting to China market.