Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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Study about the Positive and Negative Affect on the Continuance Intention of Internet only Bank

금융소비자의 지속사용의도에 영향을 미치는 정적·부적 정서 연구: 인터넷전문은행을 중심으로

  • Kim, Jin A (Graduate School of Management of Technology, Korea University) ;
  • Yoon, Jeewhan (Graduate School of Management of Technology, Korea University)
  • 김진아 (고려대학교 기술경영전문대학원 기술경영학과) ;
  • 윤지환 (고려대학교 기술경영전문대학원 기술경영학과)
  • Received : 2018.11.15
  • Accepted : 2018.12.20
  • Published : 2018.12.28
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Abstract

Internet only Banks in Korea have acquired more than seven million customer base, but most of the accounts are not active. As financial products tend to be similar, customer affect plays more crucial role than service features in continuance intention. The purpose of this research is to study about the impact of positive and negative affect on the continuance intention. The result indicated that positive affect is positively related to continuance intention, and negative affect is negatively related to continuance intention. Also expectation confirmation is positively related to positive affect. The results imply Internet only Banks need to focus on customer's positive affect and expectation confirmation to improve continuance intention.

국내 금융산업 혁신 가속화를 위해 도입된 인터넷전문은행은 단기간에 고객 기반을 확보했으나 지속적으로 이용되지 못하고 있다. 금융상품은 동질성이 높기 때문에 상품의 객관적인 특성보다 개인의 주관적인 정서에 대한 고려가 필요하다. 본 연구의 목적은 정적 정서와 부적 정서 요인이 지속사용의도에 미치는 영향을 실증하는 것이다. 선행 연구인 후기수용 모델 및 감정 측정 척도 PANAS를 기반으로 연구 모형을 도출하였고, 사용자 설문 결과를 구조방정식으로 분석하였다. 연구결과 정적 정서는 지속사용의도에 유의한 정의 영향을, 부적 정서는 지속사용의도에 유의한 부의 영향을 미치는 것을 확인하였다. 또한 인지된 유용성은 부적 정서에 유의한 부의 영향을 미치고, 기대일치는 부적 정서보다 정적 정서에 더 큰 영향을 미치는 점이 발견되었다. 연구 결과에 따라 인터넷전문은행은 사용자의 정적 정서를 강화하고 부적 정서를 최소화하며, 특히 기대일치에 부합하여 정적 정서를 강화함으로써 고객의 지속사용을 유도할 수 있다.

Keywords

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Fig. 1. Research model

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Fig. 2. Result of structural equation modeling

Table 1. Measurement construct and items

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Table 2. Sample demographics

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Table 3. Exploratory factor analysis of affect

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Table 4. Result of confirmatory factor analysis

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Table 5. Reliability of scales

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Table 6. Model fit of structural equation model

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Table 7. Hypothesis test result

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Table 8. Result of indirect effect

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