중국 인터넷뱅킹 사용자의 이용의도에 영향을 미치는 요인에 관한 연구 - 칭화(淸華)대 MBA학생을 중심으로 -
A Study on the Factors Affecting the User of Use Intent of Internet Banking Service in China- Focusing on MBA Students in Tsinghua University -
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초록
The main purpose of this study is to identify the influencing factors on the internet banking usage intent of internet banking users in china. For this purpose, a research model and hypotheses are developed based on the relevant literature reviews. Data have been collected from MBA students who have used internet banking in China and the research hypotheses were tested by structural equation modeling analysis. The empirical findings are as follows: four factors elicited as variables influencing use intention of internet banking except for perceived risks, social influence, self-efficacy and technical support have a positive effect on perceived ease of use and perceived usefulness. And perceived ease of use and perceived usefulness have a positive effect on the intention to use internet banking. Based on the results, a few points from the relationship marketing view shall be suggested for significant implications for internet banking service providers in China.
Abstract
The main purpose of this study is to identify the influencing factors on the internet banking usage intent of internet banking users in china. For this purpose, a research model and hypotheses are developed based on the relevant literature reviews. Data have been collected from MBA students who have used internet banking in China and the research hypotheses were tested by structural equation modeling analysis. The empirical findings are as follows: four factors elicited as variables influencing use intention of internet banking except for perceived risks, social influence, self-efficacy and technical support have a positive effect on perceived ease of use and perceived usefulness. And perceived ease of use and perceived usefulness have a positive effect on the intention to use internet banking. Based on the results, a few points from the relationship marketing view shall be suggested for significant implications for internet banking service providers in China.
참고문헌 (52)
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