모바일 간편 결제 시스템 사용의도에 관한 연구 - 위챗 홍바오(紅包)를 중심으로 - = Study on the Usage Intention of Mobile Simple Payment System - focused on wechat hongbao -

다국어 초록 (Multilingual Abstract)

This study targeted WeChat Hongbao, which is currently being used on SNS in China, among the developing mobile simple payment systems. Hongbao means the red paper bag, it is a traditional human exchange culture to wish for good luck or convey the meaning of thanks in Chinese. In the past, Hongbao was an act of giving and receiving under direct contact(off-line) to wish good luck such as New Year’s money or congratulations and condolences or as a sign of gratitude.
Currently, it is conducted online due to the use of social network service. Therefore, with this background, it is necessary to study a research on which factors influence the intention to use mobile Hongbao. The purpose of this study is to study the correlation between the factors that directly affect the use intention of multi-group WeChat Hongbao users. The research method and contents are as follows. Firstly, through the literature review, the current status of mobile simple payment systems in China and Korea was analyzed and studied through the existing prior studies related to the mobile simple payment system. Secondly, using the UTAUT(Unified Theory of Acceptance and Use of Technology) model(2003) proposed by Venkatesh as the basic framework, the modified UTAUT model with added measurement elements was applied, and the Chinese users’ intention to use WhChat Hongbao was measured ans analyzed. Thirdly, by using SPSS to analyze gender, age, academic background, etc., it was investigated what kind of difference appeared in acceptance between each group. Based on these research results, the direction and implications of mobile Hongbao, a culture-based mobile simple payment system, were presented, and it is expected that this study will be used as important prior research data in the development of a culture-based mobile simple payment system.

국문 초록 (Abstract)

본 연구는 모바일 간편 결제 시스템 중 현재 중국 내 SNS 등에서 사용 중인 위챗 홍바오를 연구의 대상으로 했다. 홍바오는 빨간 종이봉투를 뜻하며 중국말로 복을 기원하거나 감사의 의미를 전달하는 전통적인 인적 교류문화이다. 과거 홍바오가 세뱃돈 또는 경조사 등의 복을 기원하거나 감사의 의미로직접적인 만남(off-line)등을 통해 주고받는 행위였다면, 현재는 SNS 등의 사용으로 온라인(on-line)상에서 이루어지고 있다. 따라서 이러한 배경으로 모바일 홍바오 사용에 있어서 어떠한 요소들이 사용의도에 영향을 미치는 지에 대한 연구를 필요하다. 그러므로 본 연구의 목적은 다집단 위챗 홍바오 사용자에게 직접적으로 영향을 미치는 요소와 사용의도사이의 상관관계를 연구하는 것이다. 연구방법과 내용은 다음과 같다. 첫째, 문헌조사법을 통해서 모바일 간편 결제 시스템과 관련된 기존의 선행연구들을 통해 중국과 한국의 모바일 간편 결제 시스템 현황 분석 및 연구하였다. 둘째, 뱅카테쉬(Venkatesh)가 제안한 UTAUT(통합기술수용이론) 모형(2003)을 기본 프레임워크로 하여 측정 요소를 추가한 수정된 UTAUT 모형을 적용, 설문조사법을 활용해 중국 사용자들의 위챗 홍바오사용의도를 측정 및 분석 하였다. 셋째, SPSS를 활용해서 성별·연령·학력 등의 분석을 실시함으로써각 집단 간 수용에 어떠한 차이가 나타나는지를 규명하였다. 이러한 연구 결과를 바탕으로 문화를 기반으로 한 모바일 간편 결제 시스템인 모바일 홍바오가 나가야할 방향성과 시사점을 제시했다. 또한차후 이러한 연구가 문화기반 모바일 간편 결제 시스템 개발에 있어서 중요한 선행연구 자료로 사용되길 기대한다.

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