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NTIS 바로가기디지털융복합연구 = Journal of digital convergence, v.13 no.12, 2015년, pp.75 - 87
한진희 (인천대학교 패션산업학과) , 제소현 (인천대학교 패션산업학과) , 김보현 (인천대학교 패션산업학과) , 박지선 (인천대학교 패션산업학과)
The current study examines whether consumers' perceived usefulness of and trust in the integrated mobile payments services positively influence consumer loyalty to the payments system as well as to the online shopping websites where they have used the payments system. Moreover, the study investigate...
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핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
간소화된 결제 절차로 인해 이용자들이 느끼는 불안감은? | 정보기술에 대한 시스템 안정성, 개인정보 보안능력 및 처리능력에 대한 신뢰는 정보기술의 지속적 이용에 특히 중요한 영향을 미친다[17, 18, 20, 21]. 오히려 간소화된 결제 절차는 오히려 개인정보가 올바르게 처리되는 것인지, 보안에 쉽게 노출되는 것은 아닌 지 등 결제서비스의 보안능력에 대한 불안감을 야기할 수 있다. 이는 특히 국내시장에서 새로 도입된 혁신적인 결제 시스템인 만큼 그 사용기간이 짧아 소비자들에게는 직간접적인 경험이 적다. | |
충성도란 무엇인가? | 충성도는 소비자가 특정 제품, 서비스 또는 브랜드에 대해서 애착과 애정 등의 감정적인 태도를 가지며 지속적인 구매 및 구전의도 등의 행동의지를 보여주는 정도를 말한다[24]. 충성도가 높은 소비자들은 경쟁기업의 다양한 마케팅 노력에 현혹되기 보다는 자신이 선호하는 제품, 서비스 및 브랜드를 계속 구매하거나 후원하고자 한다[25]. | |
충성도가 높은 소비자들의 가격 민감도는 어떠한가? | 충성도가 높은 소비자들은 경쟁기업의 다양한 마케팅 노력에 현혹되기 보다는 자신이 선호하는 제품, 서비스 및 브랜드를 계속 구매하거나 후원하고자 한다[25]. 이러한 고객들은 충성하는 브랜드에 대한 가격 민감도가 낮으며 프리미엄 가격을 기꺼이 지불하는 경향을 보인다. |
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