Journal of the Korea Convergence Society (한국융합학회논문지)

Korea Convergence Society (한국융합학회)
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Relationship among perceived benefit, perceived risk and continuous use of user' Internet primary bank : The mediation effects of trust

인터넷전문은행의 지각된 혜택, 지각된 위험, 지속적 이용의도의 관계에서 신뢰의 매개효과 분석

  • Jung, Joo Won (Dept. of Home Econommics Education, Dongguk University) ;
  • Cho, So Yeon (Dept. of Home Econommics Education, Kangwon National University)
  • 정주원 (동국대학교 가정교육과) ;
  • 조소연 (강원대학교 가정교육과)
  • Received : 2018.09.13
  • Accepted : 2018.12.20
  • Published : 2018.12.28
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Abstract

The purpose of this study was to investigate the effects of perceived risk, perceived benefits and trust on the intention of continuous use of Internet primary banks in order to explore ways for stable establishment and growth of Internet primary banks. In addition, the mediating effects of trust on the relationships among perceived benefits, perceived risk and intention of continuous use were tested. Through an online survey, 457 people aged 20-59 years who had experience of using an Internet primary bank within the last 3 months were selected as the subjects for this study. First, perceived benefits, perceived risk, and trust were found to have a significant influence on the intention of continuous use of Internet primary banks. Second, the partial mediation effect of trust on the relationships of ease of use and functional risk with intention of continuous use was confirmed, and the full mediation effect of trust on the relationships of attractiveness and innovativeness with intention of continuous use was verified. In order to achieve sustainable growth, Internet primary banks are required to increase major benefits of customers and lower the risk levels to build firm customer trust.

인터넷전문은행의 안정적인 구축과 성장을 위하여 인터넷전문은행의 지각된 위험, 지각된 혜택과 신뢰가 지속적 이용의도에 미치는 영향에 대해 파악하였다. 그리고 지각된 혜택, 지각된 위험과 지속적 이용의도의 관계에서 신뢰의 매개효과를 검증하였다. 온라인 설문조사를 통하여 최근 3개월 이내에 인터넷전문은행 이용경험이 있는 20-59세 457명이 연구대상자로 선정되었다. 주요 결과로 첫째, 지각된 혜택과 위험, 신뢰는 인터넷전문은행의 지속적 이용의도에 유의한 영향을 미치는 것으로 밝혀졌다. 둘째, 편이성과 기능적 위험은 지속적 이용의도간의 관계에서 신뢰의 부분매개효과가 검증되었으며, 매력성과 혁신성은 완전매개효과로 검증되었다. 인터넷전문은행은 지속적인 성장을 확보하기 위해 소비자의 주요 혜택을 늘리고 위험수준을 낮추어 신뢰를 견고하게 구축해 나가야 한다.

Keywords

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Fig 1. Research Model

Table 1. Operational definition of variables

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Table 2. Sample characteristics

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Table 3. Effects of perceived benefit and trust on continuous use of user’ Internet primary bank

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Table 4. Effects of perceived risk and trust on continuous use of user’ Internet primary bank

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Table 5. Mediation effects of trust on perceived benefit and continuous use of user’ Internet primary bank

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Table 6. Mediation effects of trust on perceived risk and continuous use of user’ Internet primary bank

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