디지털 테크노스트레스와 디지털기술 불편성이 핀테크 결제행동에 미치는 영향: 중국 소비자를 중심으로

• 영문명: Impacts of Digital Technostress and Digital Technology Discomfort on Fintech Payment Behavior: Focusing on Chinese Consumers
• 발행기관: 한국무역연구원
• 저자명: 이유경(You-Kyung Lee) 리이(Li Yi)
• 간행물 정보: 『무역연구』제17권 제1호, 473~488쪽, 전체 16쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2021.02.28

영문 초록

Purpose China has one of the most dynamic fintech service market having an ideal breeding ground for a vibrant fintech industry. Many companies;however;can not fully understand of Chinese consumers’ responses to digital technology transformation. Therefore;finding out the marketing approaches which promote Chinese consumers’ positive responses of digital payment is a very important research topic. Design/Methodology/Approach This study suggests a research model including several influencing factors such as technostress and technology readiness based on a literature review. To verify the research model;a total of 314 questionnaires are collected from Chinese consumers who are currently resident in China using an online survey. Findings The statistical analysis show that the three sub-dimensions of technostress: uncertainty;overload;and invasion are positively related with digital technology discomfort. In addition;uncertainty;overload;and invasion negatively affect fintech payment intention. Research Implications The study results are expected to provide a new theoretical approaches for digital marketing literature;and to present practical marketing guidelines for international firms targeting to China market.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구 설계

Ⅳ. 실증분석

Ⅴ. 결론 및 시사점

키워드

Chinese Consumers Digital Technostress Digital Technology Discomfort Fintech Payment Behavior