스마트폰 사용자가 지각한 모바일 쇼핑몰의 정보보안 수준이 쇼핑몰 이용의도에 미치는 영향

Abstract

최근 스마트폰의 선풍적 인기에 힘업어 모바일 쇼핑 시장도 급속한 팽창이 예상되고 있다. 이러한 장밋빛 정망에도 불구하고 모바일 쇼핑객의 쇼핑 만족도를 조사한 결과를 보면 정보보안에 대한 우려가 나타나고 있다. 모바일 쇼핑객이 정보보안에 대해 우려를 갖게 되는 이유 중 하나는 PC 기반 보안시스템이 스마트폰에서는 효과적이지 않을 수 있기 때문이다. 또한 모바일 기기에 특화된 쇼핑몰 웹 페이지를 이용하여 모바일 쇼핑을 하거나, 혹은 스마트폰 기반의 모바일 쇼핑몰 애플리케이션을 설치하여 모바일 쇼핑을 할 경우에도 PC 환경에서의 보안 절차와 프로그램에 익숙한 사용자들은 이들과 다른 스마트폰 기반의 보안환경과 기술적 수준에 대해 우려를 갖는다. 선행연구들에 대한 문헌조사에 의하면 스마트폰과 태블릿 PC같은 모바일 기기를 이용한 쇼핑 시 정보보안을 포함한 서비스 품질이 쇼핑몰 만족도에 미치는 영향에 대한 연구는 다소 더디게 진행되고 있다. 따라서 본 연구는 모바일 쇼핑객이 지각한 쇼핑몰의 정보보안 수준이 서비스 품질 만족도에 미치는 영향, 그리고 서비스 품질 만족도가 쇼핑몰 만족도와 이용의도에 미치는 영향을 실증적으로 탐구해 보고자 하는데 연구목적을 두고 있다. 최근 스마트폰을 이용하여 모바일 쇼핑몰을 방문한 경험이 있는 쇼핑객을 대상으로 설문을 실시한 후 구조방정식을 이용하여 자료를 분석하였다. 분석 결과 모바일 쇼핑객의 지각된 정보보안 수준이 서비스 품질 만족도와 쇼핑몰 만족도를 매개로 쇼핑몰 이용의도에 많은 영향을 미치고 있음을 확인 할 수 있었다.As the use of computer and Internet in our daily lives continues to increase today, so do the computer crimes. Any illegal act involving a computer and Internet is referred to as computer crimes or cybercrimes. They also include unauthorized access and use, viruses and hackers, malwares and spywares, online theft and fraud, and other potential security and privacy problems. According to a study, millions of security incidents take place everyday and these incidents have a significant negative impact on the economy and society. Even some online activities with mobile devices such as mobile shopping can put users` personal safety at risk. Regardless of wired or wireless, all computer and Internet users need to be aware of the security concerns. One of reasons smartphone users need to be aware of the security concerns when shopping online is that PC-based security methods may not be effective in smartphone settings. PCs and smartphones have totally different operating systems and hardware specifications. That means, PC-based security programs may not be compatible with the operating systems of smartphones. Because of this compatibility problem, many security programs running in PC-based Web pages frequently shows malfunctions in smartphone settings. When people face the failure of security systems, they hesitate or refuse to shop online. Thus, it is possible to infer that people will be likely to adopt mobile shopping depending on not only shopping malls` real security level, but also their perceived security level. Based upon a comprehensive literature review, there has been little empirical research on the smartphone users` perception of information security that may affect their intention to use mobile shopping malls. Therefore, the research goals of this study are to examine 1) the effects of smartphone users` perceptions of information security on their intention to use mobile shopping malls and 2) the effects of two mediating variables, the satisfaction of service quality and the satisfaction of mobile shopping malls, between their antecedents and consequences. In order to collect data, a survey was conducted with university students and practitioners. Most measurement items for the latent variables were adapted from previous studies and some are modified to fit the context of this research. They are measured with a five-point Likert scale. The method employed for data analysis was Structural Equation Modeling (SEM) and the software used for the analysis was AMOS ver. 18. At first, the convergent and discriminant validities for all constructs were checked. The results of analysis showed that all constructs have adequate convergent and discriminant validities. The reliabilities of all constructs also reached the acceptable levels. The loadings of all items on their respective constructs were also quite high. Next, path coefficients were examined for the structural model. Smartphone users` perceptions of information security was found to have an impact on the satisfaction of service quality (β =.261, p=.000). There was also an effect of the satisfaction of service quality on the satisfaction of mobile shopping malls (β =.655, p=.000). Finally, the results of analysis demonstrated that smartphone users` intention to use mobile shopping malls was significantly influenced by the two variables, the satisfaction of service quality satisfaction (β =.330, p=.002) and the satisfaction of mobile shopping malls (β = .305, p=.003) respectively. Based upon the statistics above, all hypotheses were supported. In sum, the results implied that there is a relationship between smartphone users` perceptions of information security and their intention to use mobile shopping malls. Another theoretical implication is that user satisfaction of service quality provided by mobile shopping malls was found to play as an important mediating variable as it was in previous studies. This study contributed to not only the validation of IS Success Model in part, but also the development of the information security perception construct in the mobile shopping environment. In addition, this study informs businesses to develop an information security strategy to meet customer requirements and expectations. However, when interpreting the findings, some limitations should be considered in terms of the methods used in this study. Because a single empirical study is not enough to validate the findings, further research should be needed.