Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Behavioral Factors Affecting Tourists' Smartphone Usage: Focus on Mobile Banking Service

관광객의 스마트폰 이용 행위 요인: 모바일 뱅킹 서비스 중심

  • Qu, Xiaoqian (Dept. of Management Information Systems, Jeju National University) ;
  • Kim, Mincheol (Dept. of Management Information Systems, Jeju National University)
  • 구효천 (제주대학교 경영정보학과) ;
  • 김민철 (제주대학교 경영정보학과)
  • Received : 2019.01.01
  • Accepted : 2019.02.20
  • Published : 2019.02.28
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Abstract

The purpose of this study was to investigate the factors affecting the behavior intention of smartphone mobile banking service among tourists. Currently, due to the development of mobile Internet technology and the spread of smartphone all over the world, interest and spread of smart phone based mobile banking is popularized. Thus, we analyzed the relationship among performance expectancy, social influence, facilitating conditions, perceived financial cost, perceived habit, perceived security level, and user's behavioral intention as a dependent variable. In this study, 203 respondents were interviewed about Chinese tourists at Jeju International Airport, and the influence of independent variables was determined by Smartpls 3.0. The results showed that the perceived security level and habit had a positive effect on the behavior intention. Especially, perceived security is a major issue of smartphone-based mobile banking in recent years. This study is meaningful in that it is an analysis of behavior factors of smartphone-based mobile banking service for tourists.

본 연구에서는 관광객을 대상으로 스마트폰 모바일뱅킹 서비스에 대한 행동 의도에 미치는 영향 요인들을 탐색하고자 한다. 모바일 인터넷 기술의 발전과 스마트 폰의 보급으로 인해 스마트폰 기반의 모바일뱅킹에 대한 관심과 보급이 대중화되고 있다. 이러한 상황에서 본 연구에서는 독립변수로서 기대 성과, 사회적 영향, 촉진 조건, 인지된 재정적 비용, 습관, 인지된 보안 수준을, 그리고 종속변수로서 사용자의 이용행동의도 사이의 관계를 분석하였다. 본 연구에서는 제주국제공항에서 중국 관광객을 대상으로 203명의 응답자를 대상으로 분석을 실시하였고, Smartpls 3.0으로 독립변수들의 영향 정도를 파악하였다. 분석 결과 인지된 보안 수준 및 습관이 행동 의도에 긍정적인 영향을 미침을 알 수 있었다. 특히 인지된 보안을 최근에 스마트폰 기반 모바일뱅킹의 중요한 이슈라는 점에서 본 연구 결과에 부합된다. 본 연구는 관광객 대상으로 스마트폰 기반 모바일 뱅킹 서비스의 행위 요인에 대한 분석이라는 점에서 의의를 가진다.

Keywords

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Fig. 1. Research model

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Fig. 2. Result of research model using PLS-SEM

Table 1. Operational definition of variable and survey item

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Table 2. Demographic analysis

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Table 3. Summarization of convergent validity and discriminant validity

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Table 4. Correlation analysis

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Table 5. Hypotheses analysis results (Dependent variable: Behavioral intention)

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