미국시장에서 모바일 간편 결제 서비스의 지각된 혜택이 사용의도에 미치는 영향에 관한 연구

The study examined the effect of the benefits of mobile payment service that utilizes innovative technologies these days. The benefits of mobile payment service were measured by the two factors such as word-of-mouth and intention to use the service. We believe that the perceived benefits of mobile simple payment service should be measured as a multidimensional variable rather than a single dimensional variable. The benefits of the mobile simple payment service are considered as perceived practical benefits (convenience, economic, informational) and perceived hedonic benefits (enjoyment, experiential, and epistemic). We also examined the moderating effects of social influences on intention to use and word of mouth. For the empirical analysis, we analyzed questionnaire survey of 312 adult consumers in the US who have experienced mobile payment service. The results show that variables such as convenience, economic efficiency, and enjoyment are significant effects to build the positive word-of-mouth, where amusing benefit only was significant to the intention to use. As the study analyzed the US areas, where is the largest market for mobile payment service, the results may be utilized for the other market areas.