융합정보논문지 (Journal of Convergence for Information Technology)

중소기업융합학회 (Convergence Society for SMB)
권호 표지
DOI QR코드

DOI QR Code

인터넷전문은행의 신뢰 결정요인 연구

A Study on the Determinants of Consumer Trust toward Internet-Only Banks

  • Nam, Sang-Wook (School of Business Administration, Seowon University)
  • 투고 : 2018.03.21
  • 심사 : 2018.04.20
  • 발행 : 2018.04.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

이 연구는 인터넷전문은행에 대한 금융소비자의 신뢰 수준과 신뢰 결정요인을 살펴보는 데 목적이 있다. 이를 위해 국내 금융소비자를 대상으로 한 설문조사 결과를 토대로 구조방정식 모형을 이용해 인터넷전문은행의 신뢰에 관한 실증분석을 하였다. 분석결과, 인터넷전문은행의 신뢰를 높이는 결정요인으로 금융거래 비용의 합리성, 금융이용의 편리성 그리고 금융 보안성 요인이 작용하는 것으로 나타났다. 그리고 이들 요인이 작동해 쌓여진 소비자 신뢰는 추후 금융거래의 지속과 타인 추천 등 관계몰입으로 이어짐을 보였다. 따라서 이러한 연구결과는 앞으로 인터넷전문은행이 지속가능성장을 위해 금융소비자 신뢰를 효율적으로 높이는 데 힘을 기울일 가치가 있음을 시사한다.

The purpose of this study is to evaluate the level of trust by financial consumers and attempt to investigate the determinants that influence consumer trust in internet-only banks. For this aim, I conducted an empirical study and the survey results was used to test a structural equation model that analyzed the financial consumer trust and estimated the level of trust for internet-only banks. As a result of the analysis, the three most effective determinants of trust were security, convenience and benefit. Also, the level of financial consumer trust for the internet-only banks, based on the three factors, was later extended to relationship commitment such as renewal and recommendation intentions. Therefore, Internet-only banks need to focus on promoting their trust more effectively for future sustainable growth.

키워드

참고문헌

  1. E. G. Jeung. (2017). An Empirical Study on the Intention to Use and Use Behavior of Internet-Only Bank. Unpublished doctoral dissertation. Seoul Venture University, Seoul.
  2. S. Kaabachi, S. B. Mrad & M. Petrescu. (2017). Consumer Initial Trust toward Internet-Only Banks in France. International Journal of Bank Marketing, 35(6), 903-924. DOI : 10.1108/ijbm-09-2016-0140
  3. S. Grabner-Kräuter & R. Faullant. (2008). Consumer Acceptance of Internet Banking: The Influence of Internet Trust. International Journal of Bank Marketing 26(7), 483-504. https://doi.org/10.1108/02652320810913855
  4. S. Kundu & S. K. Datta. (2012). A Comparative Evaluation of Customer Perception and Satisfaction of M-banking and I-banking. Journal of Transnational Management, 17(2), 118-136. DOI : 10.1080/15475778.2012.676977
  5. B. Howcroft, R. Hamilton & P. Hewer. (2002). Consumer Attitude and the Usage Andadoption of Home-Based Banking in the United Kingdom. International Journal of Bank Marketing, 20(3), 111-121. DOI : 10.1108/02652320210424205
  6. J. Arenas-Gaitan, B. Peral-Peral & M. A Ramon- Jeronimo. (2015). Elderly and Internet Banking: An Application of UTAUT2. Journal of Internet Banking and Commerce, 20(1), 1-23.
  7. C. S. Yu. (2012). Factors Affecting Individuals to Adopt Mobile Banking: Empirical Evidence from the UTAUT Model. Journal of Electronic Commerce Research, 13(2), 104-121.
  8. F. D. Davis. (1989). Perceived Usefulness, Perceived Ease of Use, and Use Acceptance of Information Technology. MIS Quarterly, 13(3), 319-339. DOI : 10.2307/249008
  9. R. L. Thompson, C. A. Higgins & J. M. Howell. (1991). Personal Computing: toward a Conceptual Model of Utilization. MIS Quarterly, 15(1), 125-143. DOI : 10.2307/249443
  10. G. C. Moore & I. Benbasat. (1991). Development of Instrument to Measure the Perceptions of Adopting an Information Technology Innovation. Information System Research, 12(3), 192-222. DOI : 10.1287/isre.2.3.192
  11. V. Venkatesh, J. Y. L. Thong & X. Xu. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly 36(1), 157-178. DOI : 10.1002/9781118785317.weom070047
  12. S. W. Nam. (2010). A Comparative Study on the Trust Level of the Life Insurance Industries in Korea, Japan and China. Korea Insurance Journal, 86, 83-111.
  13. Y. Y. Song & K. M. Han. (2015). A Study of Response and Plan of Banks for Mobile Payments of Non-financial Corporations. Journal of Convergence for Information Technology, 5(2), 7-13.
  14. S. H. Kim & H. M. Kwak. (2015). A Study on the Countermeasure Technology for Fin-Tech Optimized Financial Security. Journal of Convergence for Information Technology, 5(4), 25-30. https://doi.org/10.14801/jaitc.2015.5.2.25
  15. S. S. Shin, Y. S. Jeong & Y. J. An. (2015). Study of Analysis and Response and Plan for National and International Security Practices Using Fin-Tech Technologies. Journal of Convergence for Information Technology, 5(3), 1-7. https://doi.org/10.22156/CS4SMB.2015.5.3.001
  16. H. S. Park & S. W Nam. (2017). Risk Perception and CSR Performance of SME's. Journal of Convergence for Information Technology, 7(4), 221-228. DOI : 10.22156/cs4smb.2017.7.4.221
  17. S. W Nam & J. W. Yang. (2017). A Study on the Difference of SME's CSR Effects Using the Multi-Group Analysis. Journal of Convergence forInformation Technology, 7(6), 253-258.