모바일 소액신용대출 서비스 사용에 관한 소득수준별 비교 연구: 중국 전자상거래 플랫폼 기반 사례를 통한 분석

With the increasing maturity of Internet technology and easier access to financial markets including banks, the online credit loan services to consumers are booming in the financial market. This study aims to analyze the determinants of the intention to continue using mobile micro-credit loan services in e-commerce, and to analyze the differences by income levels. Based on previous studies, this study approaches mobile credit lending services from the dimensions of service innovation, usability, social characteristic and long-term use characteristic, and constitutes 1~3 important factors for each dimension. From these, a total of 13 hypotheses are established regarding the direct influence on the attitude for the acceptance of service, and the direct or indirect influence on the continuous intention to use the service through the mediation of user satisfaction. The acceptance/rejection of the hypotheses is analyzed through the survey data from the service users in China. In the analysis of the results of the lower-income level, all hypotheses were accepted, while in the middle and upper income level, three hypotheses, the innovation factor, one factor related to usability, and one factor to social characteristic, were not accepted. By adding various interpretations and discussions on the analyzed results, we suggest future improvement directions.