자료요약
모바일 결제 시장은 국내외에서 급속도로 성장하고 있지만, 그 성장률은 국가별로 상이한 편이다. 본 연구는 이러한 모바일 결제시장의 성장에 미치는 영향요인으로 불확실성 회피성향(uncertainty avoidance)에 주목하여 이의 효과를 탐색해 보았다. 보다 구체적으로, 연구1에서는 Hostede(1984)의 여섯 가지 문화차원에 대한 국가별 점수를 이용하여 49개국에서의 모바일 간편결제 수용정도에 미치는 영향을 탐색하였다. 그 결과 개인주의(individualism), 남성성(materiality), 권력거리(power distance), 장기성향(long-term orientation), 그리고 쾌락추구(indulgence) 등 다섯 가지 차원은 유의미한 결과를 보이지 않는 반면, 불확실성 회피성향은 모바일 간편결제 수용에 (-)으로 유의한 결과를 미쳤다. 연구2에서는 미국 일반소비자들을 대상으로 모바일 간편결제 수용의도에 다섯 가지 문화차원이 미치는 영향을 검증하였다. 그 결과, 다섯 가지 문화차원들 중 유일하게 불확실성 회피성향만이 (-)으로 유의한 결과를 가졌다. 종합해보면, 본 연구는 집단 수준(group level)에서 문화적 특성으로의 불확실성 회피성향과 개인 수준(individual level)에서 개인의 특성으로의 불확실성 회피성향 모두 모바일 간편결제 수용에 상당한 영향을 미친다는 점을 규명하였다. 이러한 본 연구 결과는 모바일 간편결제 관련 기업들에게 상당히 중요한 시사점을 제공한다.
The global payment market has rapidly grown; however, the growth rates of the mobile payment market vary across countries. For example, China and South Korea are both in Asia and geographically close, yet the penetration rates of mobile payment have been different in the two markets ? much higher in China compared to South Korea. To investigate why there are such differences in consumers’ adoption of mobile payment, the current research seeks to investigate how consumers’ uncertainty avoidance influences their intentions to adopt mobile payment. Two studies were conducted. Study 1 investigated the effect of uncertainty avoidance at the country level, utilizing the data of 49 countries. The results showed that, among the five cultural dimensions of Hofstede (19u84), only uncertainty avoidance had a significant and negative impact on mobile payment adoption. In study 2, we further investigated the effect of uncertainty avoidance with other factors which have been known as major indicators of mobile payment adoptions ? i.e., perceived usefulness, perceived ease of use, perceived security, subjective norm, perceived risk, and knowledge. The results, consistent with those of study 1, demonstrated that among the five cultural factors, only uncertainty avoidance had a significant effect on consumers’ intentions to adopt mobile payment. In addition, perceived usefulness, perceived security, and perceived risk also had significant effects. Taken together, these results suggest that consumers’ uncertainty avoidance should be considered when a firm seeks to introduce or expand a mobile payment service. More importantly, potential cultural differences in consumers’ uncertainty avoidance should be taken into account in a cross-cultural business environment.
The global payment market has rapidly grown; however, the growth rates of the mobile payment market vary across countries. For example, China and South Korea are both in Asia and geographically close, yet the penetration rates of mobile payment have been different in the two markets ? much higher in China compared to South Korea. To investigate why there are such differences in consumers’ adoption of mobile payment, the current research seeks to investigate how consumers’ uncertainty avoidance influences their intentions to adopt mobile payment. Two studies were conducted. Study 1 investigated the effect of uncertainty avoidance at the country level, utilizing the data of 49 countries. The results showed that, among the five cultural dimensions of Hofstede (19u84), only uncertainty avoidance had a significant and negative impact on mobile payment adoption. In study 2, we further investigated the effect of uncertainty avoidance with other factors which have been known as major indicators of mobile payment adoptions ? i.e., perceived usefulness, perceived ease of use, perceived security, subjective norm, perceived risk, and knowledge. The results, consistent with those of study 1, demonstrated that among the five cultural factors, only uncertainty avoidance had a significant effect on consumers’ intentions to adopt mobile payment. In addition, perceived usefulness, perceived security, and perceived risk also had significant effects. Taken together, these results suggest that consumers’ uncertainty avoidance should be considered when a firm seeks to introduce or expand a mobile payment service. More importantly, potential cultural differences in consumers’ uncertainty avoidance should be taken into account in a cross-cultural business environment.
목차
ABSTRACT
Ⅰ. 서론
Ⅱ. 이론적 배경 및 연구가설
Ⅲ. 연구1
Ⅲ. 연구2
Ⅳ. 결론
참고문헌
Ⅰ. 서론
Ⅱ. 이론적 배경 및 연구가설
Ⅲ. 연구1
Ⅲ. 연구2
Ⅳ. 결론
참고문헌
#불확실성 회피성향
#모바일 간편결제
#Hofstede
#문화차원
#Uncertainty Avoidance
#Mobile Payment
#Cultural Dimension