정보의 유사성과 객관성이 증권사 정보의 신뢰에 미치는 영향에 관한 연구

Abstract

The most distinctive characteristic when customers transact business with financial agencies such as banks or security companies is that change or conversion rarely occurs once they decide the first business agency. This is because high risk perception for initiating new business with other agencies once customers become to use service provided by their original agency and converting to a new agency can be complicated, which creates inertia to continue the relationship even though the level of satisfaction is not that high. As the competition among securities companies are getting more intensified, the distinctions of their services are becoming less apparent, which makes it hard for customers to recognize the differences of services provided by each securities company. Therefore, it is hard for customers to clearly understand the differences in those financial services and to select a securities company that they prefer. Also, considering the characteristic of financial spending, for which customers rarely feel the motivation to convert other agencies after building relationship with their original agency, selection of the initial security agency is the definite factor for continuing the relationship with customers. Therefore, not just studies on characteristics of securities company selection, but also studies on collection and evaluation of selection factors are valuable, but most previous studies related to securities company selection concentrate on finding factors that customers consider to be important when they select security companies, and the studies on choice and evaluation of selection factors remains to be inadequate. This study is going to reveal the characteristics of word-of-mouth information by a certain group, which is an important source of information for choosing an initial security company, and to examine the difference of reliability caused from this characteristic of word-of-mouth information used for selecting the company. For this, the study created survey questions based on previous researches and conducted a survey that targets younger generation. Also, based on the survey questions, it analyzed the differences of reliability and motivation to use caused from word-of-mouth information by conducting factor analysis and statistical analysis. The results of demonstrative analysis are as follows. First, as the similarities between the customer's knowledge and information from a certain group were higher, the level of reliability and motivation to use appeared to be higher. Second, when word-of-mouth information was subjective information that included evaluation based on one's experience, rather than objective information based on truth, it appeared that the level of reliability and motivation to use increased. Through the results, the study could find out the influence of similarity and objectiveness of information on reliability when customers select securities companies, during its process of analyzing the information of a certain group. As it especially conducted an analysis based on younger generations who want to start stock exchange for their very first time, this study can be a useful strategic resource to establish marketing strategies for securities companies hereafter.