A Study on the affecting factors of Kakao Bank usage in terms of service types
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The purpose of this study is to analyze the adoption of Kakao Bank in terms of benefits (functional, social, experiential, economic benefits) and differentiated services (customization and service diversity) considering service types. Benefits are personal value consumers attach to the product or service attributes and, therefore, more important than attributes of service itself when using Kakao Bank in the internet based environment. Data was collected using an online and offline survey of 131 Kakao Bank users and analyzed the data using structural equation model (SEM). The results of empirical analysis using SmartPLS show that functional benefit, experiential benefit, and customization are significantly related to the user’s satisfaction, but economic benefits, social benefit, and service variety are not. Customer’s satisfaction are also showed significantly to be related to the all types of Kakao Bank usage(balance check, transfer, and other services). This study has the significance in that it examines the user’s satisfaction and usage of Kakao Bank in terms of benefits and differentiated services while other studies analyzed banking services focusing on the attributes of banking channel itself.
Abstract
The purpose of this study is to analyze the adoption of Kakao Bank in terms of benefits (functional, social, experiential, economic benefits) and differentiated services (customization and service diversity) considering service types. Benefits are personal value consumers attach to the product or service attributes and, therefore, more important than attributes of service itself when using Kakao Bank in the internet based environment. Data was collected using an online and offline survey of 131 Kakao Bank users and analyzed the data using structural equation model (SEM). The results of empirical analysis using SmartPLS show that functional benefit, experiential benefit, and customization are significantly related to the user’s satisfaction, but economic benefits, social benefit, and service variety are not. Customer’s satisfaction are also showed significantly to be related to the all types of Kakao Bank usage(balance check, transfer, and other services). This study has the significance in that it examines the user’s satisfaction and usage of Kakao Bank in terms of benefits and differentiated services while other studies analyzed banking services focusing on the attributes of banking channel itself.
참고문헌 (24)
- Jun B.H., "An Empirical Study on the Adoption of Smart Banking in Korea", INFORMATION, 20(5B), pp.3471~3478 (2017)
- 김수지, "인터넷전문은행 특성과 혜택이 지각된 전환가치와 이용의도에 미치는 영향", 한국콘텐츠학회 논문지, 18(8), pp.109~117 (2018), 한국콘텐츠학회[DOI]
- Park M.H., "Influences of Character Marketing on Usage Intention of Internet-only Banks: Case of Kakao bank", Doctoral, pp.2017
- Keller, "Strategic Brand Management: Building, Measuring and Managing Brand Equity" (2017), Prentice Hall
- Aijaz A. Shaikh, "Mobile banking adoption: A literature review", Telematics and Informatics, 32, pp.129~142 (2015)
- Gonçalo Baptista, "A weight and a meta-analysis on mobile banking acceptance research", Computers in Human Behavior, 63, pp.480~489 (2016)
- 배재권, "국내 인터넷전문은행 이용자의 혁신저항과 혁신수용요인에 관한 연구: 혁신확산 및 혁신저항이론을 기반으로", e-비즈니스연구, 19(2), pp.91~104 (2018), 국제e-비즈니스학회[DOI]
- 장은교, "인터넷전문은행 사용에 따른 소비자유형 및 만족도, 지속사용의도에의 영향요인 연구: 사용확산모형의 적용", 소비문화연구, 22(1), pp.69~94 (2019), 한국소비문화학회[DOI]
- Peter J.P, "Consumer behavior: Marketing strategy perspectives" (1987), Irwin
- 권영모, "스마트폰 모바일뱅킹 이용의도에 관한 연구", 산업경제연구, 28(1), pp.529~549 (2015), 한국산업경제학회
- 홍성옥, "스마트폰 기반 모바일뱅킹의 사용자 행동분석", 통상정보연구, 16(4), pp.35~54 (2014), 한국통상정보학회[DOI]
- 이성호, "모바일 뱅킹 서비스의 편의적 가치가 고객만족과 재이용의도에 미치는 영향：기술우려감의 조절효과", 한국IT서비스학회지, 14(2), pp.1~14 (2015), 한국IT서비스학회[DOI]
- 노미진, "스마트폰 뱅킹 서비스 품질을 고려한 사용자 이용의도에 관한 연구", 정보시스템연구, 25(1), pp.105~134 (2016), 한국정보시스템학회[DOI]
- 우도성, "스마트폰의 사용자 편익이 만족도에 미치는 영향과 성분 브랜드의 변화에 따른 재구매의도의 차이비교에 관한 연구", e-비즈니스연구, 14(2), pp.263~285 (2013), 국제e-비즈니스학회[DOI]
- 임기흥, "서비스경영에 있어 모바일 애플리케이션의 편익이 사용-확산과 이용의도에 미치는 영향에 관한 연구", 디지털융복합연구, 14(3), pp.63~69 (2016), 한국디지털정책학회[DOI]
- 전병호, "R을 이용한 1인 가구의 온라인 쇼핑 동기 분석", (사)디지털산업정보학회 논문지, 15(1), pp.123~132 (2019), (사)디지털산업정보학회
- 전병호, "A Study of Consumer Behavior on Online Shopping Discount Event - Cyber hot Days - in Korea", (사)디지털산업정보학회 논문지, 14(2), pp.107~115 (2018), (사)디지털산업정보학회[DOI]
- 전병호, "사용자 편익과 맞춤화가 스마트뱅킹 이용에 미치는 영향 연구", (사)디지털산업정보학회 논문지, 12(4), pp.135~143 (2016), (사)디지털산업정보학회[DOI]
- Henseler J., "The use of partial least squares path modeling in international marketing", Advances in International Marketing, 20, pp.277~319 (2009)
- Chin W.W., "Issues and opinion on structural equation modeling", MIS Quarterly, 22, pp.7~16 (1998)
- Straub D., "Validating instruments in MIS research", MIS Quarterly, 13, pp.147~169 (1989)
- Churchill G. A., "A paradigm for developing better measures of marketing constructs", Journal of Marketing Research, 16, pp.64~73 (1979)
- Fornell C., "Structural Equation Models with Unobservable Variables and Measurement Errors", Journal of Marketing Research, 18, pp.39~50 (1981)
- Kim K. S., "Easy SEM with SmartPLS" (2013), Chungram