핀테크 서비스에 있어서 MZ세대의 신뢰 요인과 지속 사용 의도에 관한 연구

Asnewentrantssuchasfintechandbigtechenter the financial ecosystem, competition in financial servicesisaccelerating.TheMZgenerationisthenew main consumer group of financial services, and companiesarestrivingtobuildtrustrelationshipswith themand increase their loyalties. This studywas conductedtoidentifythetrustcomponentsthattheMZ generation considers important when using fintech services(easypayment services) and to identify the influenceoftrustonthecontinuoususeintention.First, througha literaturereview,mobilefinancial services, fintechservices, theMZgeneration,andthedefinitions and components of general and online trust were examined.Througha literature reviewand in-depth interviews, 14 trust components of fintech services werederived, andasurveywasconductedonatotal of 230MZgenerationconsumers.The resultsof the study showed that ‘information transparency and fairness’, ‘personal informationprotectionandsecurity’, ‘voicetone’,and‘systemconvenienceanddesign’were found to be the trust components that the MZ generation considers important when using fintech services, and trustwas found tohave a significant influenceonthecontinuoususe intention. Inaddition, itwasfoundthat ‘systemperformance’hadasignificant impact on trust for initial users, and ‘personal informationprotectionandsecurity’ hadasignificant impactontrust forcontinuoususers.Thisstudywill helpestablishcustomizedstrategiestogaintrustfrom MZ generation consumers by identifying the components of trust thatMZ generation considers importantwhenusingfintechservices