인터넷전문은행 이용의도에 관한 실증적 연구 : 통합기술수용이론(UTAUT)을 응용하여

Abstract

The purpose of this study is to provide various implications for Internet Primary banks by empirically analyzing the influence of users’ psychological factors or demographic characteristics in using banking services. UTAUT(Unified Theory of Acceptance and Use of Technology)2 proposed by Venkatesh et al(2012) has been used in various fields due to its high explanatory power. However, there is not much use case in research on Internet Primary Bank. Especially in Korea, there is no empirical analysis on the survey of actual Internet Primary Bank users. Therefore, this study focused on the suggestion of a research model suitable for Korean Internet Primary Banks based on UTAUT2 model and conducted a questionnaire survey on 306 customers of Kakao Bank & K-bank. As the independent variables, ‘trust’ which is important for financial consumers to do online and mobile transactions is added to UTAUT2 varibles such as performance expectation, effort expectation, social influence, facilitation condition, hedonic motivation and habit. Gender, age, occupation, and chosen bank were used as moderator variables. As dependent variable, intention to use was adopted. As a result of the path analysis through the structural equation model, the performance expectation and social influence, facilitation condition, hedonic motivation, and trust have positive influence on intention to use, The habit was found to have no significant effect. In order to examine the moderator effect of gender, age, occupation, and chosen bank, multiple group analysis was conducted. As a result, it showed that there was a moderator effect only on gender and age.