전통시장 모바일 온누리 상품권의 속성과 인지된 용이성, 유용성이 사용 의도에 미치는 영향에 관한 연구

Abstract

Purpose: The purpose of this study was to find a way to increase the intention to use Onnuri mobile gift certificates by verifying the effect of the characteristics of Onnuri mobile gift certificates on the intention to use them. Research design, data, and methodology: 305 questionnaires were used for empirical analysis by conducting online and offline surveys in November 2022 for groups who knew or had used Onnuri mobile gift certificates among traditional market users. The collected data was analyzed through IBM SPSS 22 and Smart PLS 4.0. Onnuri mobile gift certificates were analyzed according to the research model by dividing them into mobile gift certificate characteristics and Onnuri gift certificates characteristics. Results: System quality was found to have a significant effect on both perceived ease of use and perceived usefulness. Information quality and service quality were found to have no effect on perceived ease of use, and they were found to have an effect on perceived usefulness. It was found that the perceived ease and perceived usefulness selected as parameters had an effect on user satisfaction, and the perceived ease, perceived usefulness, and user satisfaction had a significant effect on the intention to use, respectively. It was found that social influence and welfare consciousness, which are characteristic factors of Onnuri gift certificates, had a significant effect on the intention to use. However, the hypothesis was rejected as it was found that the promotion condition did not have a positive (+) effect on the intention to use it. Implications: Based on the research results, this study conducted a strategic suggestion that the development of an app dedicated to onnuri mobile gift certificates and the social welfare perspective of onnuri mobile gift certificates should be actively promoted to enhance the use of onnuri mobile gift certificates.