CAJ | 학술논문

随着移动支付的迅速发展和社交应用的全面普及，“移动＋社交”的模式成为支付类APP发展的趋势。在对241位用户进行问卷调查的基础上，通过构建结构方程模型进行数据处理与分析，对用户持续使用移动社交支付APP的影响因素进行了深入的探讨。研究结果表明，主观参照和效用期望均能显著正向影响持续使用意愿，其中效用期望在主观参照和持续使用意愿之间起到完全中介作用；风险认知对持续使用意愿具有显著负向影响，但主观参照在风险认知和持续使用意愿之间具有负向调节作用。
수착이동지부적신속발전화사교응용적전면보급，“이동＋사교”적모식성위지부류APP발전적추세。재대241위용호진행문권조사적기출상，통과구건결구방정모형진행수거처리여분석，대용호지속사용이동사교지부APP적영향인소진행료심입적탐토。연구결과표명，주관삼조화효용기망균능현저정향영향지속사용의원，기중효용기망재주관삼조화지속사용의원지간기도완전중개작용；풍험인지대지속사용의원구유현저부향영향，단주관삼조재풍험인지화지속사용의원지간구유부향조절작용。
With the rapid development of mobile payment and overall popularization of social application ,“mo‐bile+social”pattern becomes a developing trend of payment applications .Through a survey on 241 existing us‐ers ,we conducted data analysis with Structure Equation Modeling and examined the factors which influence us‐er’s continuance intention of mobile social application .The results indicated that subjective norm and utility expectancy have significantly positive impact on continuance intention .And utility expectancy serves as a fully mediating variable in the relationship between subjective norm and continuance intention .Perception of risk has a significantly negative effect on user’s continuance intention ;however the negative effect can be diminished as subjective norm increases .