A Comparative Study on Direct Bank Services between South Korea and China: Putting Emphasis on Service Convenience and Social Influence

인터넷전문은행 서비스의 한중 비교연구: 서비스의 편리성과 사회적 영향 요인을 중심으로

Joo, Jaehun;Yu, Jiatong

  • Received : 2018.11.13
  • Accepted : 2019.02.11
  • Published : 2019.03.31


Purpose The purpose of the present study is to analyze the factors influencing the intention to use direct bank continuously from the perspective of service rather than technology. Hygiene factors including economic benefits, privacy, and unverified risks, and convenience of service as a motivator were considered as user's satisfaction. A research model integrating the relationships among user's satisfaction, its determinants, social influence, and continuous intention to use direct banks was proposed. Design/methodology/approach Structural equation modelling for validating the research model was employed. 253 valid data were collected from users of direct bank service in South Korea and China, and used to test six hypotheses. Findings User's satisfaction and social influence were determinants of continuous use intention of direct bank. Convenience of service as a motivator has a significant influence on service satisfaction, while economic benefits, privacy, and unverified risks as hygiene factors have no significant influence on the continuous intention. Managers of direct banks need to implement service differentiation strategies to gain customers' loyalty. Also they seek to find the determinants of social influence. The present study confirmed that there is a big difference between Korea and China in terms of factors affecting the continuous intention to use direct bank.


Direct Bank;Comparative Study;Convenience;Social Influence;Intention to use;Two-factor theory