핀테크 서비스에 있어서 MZ세대의 신뢰 요인과 지속 사용 의도에 관한 연구 = A Study on the MZ Generation’s Trust Components and Contiguous Use Intention for the Fintech Services

국문 초록 (Abstract)

핀테크와빅테크같은신규진입자들이금융생태계에진입하며금융서비스경쟁은점차가속화되고있다.
MZ세대는금융서비스의새로운주소비계층으로기업은이들과신뢰관계를구축하고충성도를높이기위해노력하고있다.본연구는핀테크서비스(간편결제서비스)이용에있어서MZ세대가중요시하는신뢰의구성요인을파악하고,신뢰가지속사용의도에미치는영향을파악하고자진행되었다.먼저문헌연구를통해모바일금융과핀테크서비스,MZ세대,일반적신뢰와온라인신뢰의개념및구성요인을살펴보았다.
문헌연구와심층인터뷰를통해핀테크서비스의신뢰구성요인14개를도출하고,MZ세대총230명을대상으로설문조사를진행하여결과를도출하였다.연구결과, ‘정보의투명⋅공정성’, ‘개인정보보호및보안’, ‘보이스톤’, ‘시스템편의성및디자인’이핀테크서비스이용에있어서MZ세대가중요시하는신뢰의구성요인으로나타났으며,신뢰는지속이용의도에유의미한영향을미치는것으로나타났다.또한초기진입자에게는‘시스템성능’이,지속사용자에게는‘개인정보보호및보안’이신뢰에유의미한영향을미치는것으로나타났다.본연구는핀테크서비스이용에있어서MZ세대가중요시하는신뢰의구성요인을정의함으로써MZ세대소비자의신뢰획득을위해맞춤화된전략을수립하는데도움이될것이다.

다국어 초록 (Multilingual Abstract)

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