네이버페이 후불결제 서비스 충성도에 영향을 미치는 요인에 관한 연구: 20~30대 이용자를 중심으로

This study aims to identify the factors that influence loyalty to Buy Now, Pay Later (BNPL) services, which have gained attention as an inclusive policy to enhance financial accessibility for vulnerable groups. BNPL services are regarded as innovative financial offerings that leverage various technologies to provide a convenient user experience and contribute to the long-term, sustainable development of the digital financial ecosystem. The study specifically investigates users in their 20s and 30s, who represent the largest user base of BNPL services. It targets individuals who have used the BNPL service provided by Naver Pay at least once within the past year. Data collection was conducted through an online survey platform. A total of 320 participants completed the survey. Data were analyzed using SPSS 25.0 and Amos 23.0, applying frequency analysis, descriptive statistics, confirmatory factor analysis, correlation analysis, and structural equation modeling. The main findings of this study are as follows: First, trust and satisfaction positively affect loyalty to BNPL services. Second, technical quality, functional quality, and image quality positively influence trust in BNPL services. Third, technical quality and functional quality influence satisfaction with BNPL services. This study provides foundational insights that can help BNPL service providers develop operational strategies to responsibly manage payment services, thereby contributing to the healthy growth of the financial market while ensuring consumer protection.