Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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Factors Affecting Intentions to Use Internet-Only Bank in South Korea: Implications of Service Convenience and Social Influence

인터넷전문은행의 이용의도에 미치는 영향 요인: 편리성과 사회적 영향의 함의

  • Joo, Jaehun (Division of Business Administration, Dongguk University-Gyeongju)
  • 주재훈 (동국대학교(경주캠퍼스) 경영학부)
  • Received : 2018.02.19
  • Accepted : 2018.06.14
  • Published : 2018.06.30
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Abstract

Internet-only bank is one of the promising areas of Fintech industry. Kbank and Kakaobank launched services since 2017 in Korea. Experts estimated the younger generation including undergraduate students as target customers in the initial stage of the Internet-only bank in Korea. Thus, it is necessary to investigate factors influencing intention to use the Internet-only bank. Data were collected from undergraduate students studying in Seoul, Pusan, and Gyeongbuk province. The empirical study showed the evidence that four factors such as convenience, social influence, perceived privacy, and unverified risk had a significant influence on intention to use the Internet-only bank. However, economic benefit has no significantly influence on the intention. The present study focused on the influence of convenience and social influence and discussed the issues regarding convenience and social influence in more detail.

인터넷전문은행은 핀테크 산업의 핵심 서비스 분야이다. 2017년 국내에서도 케이뱅크와 카카오뱅크가 영업을 개시하였다. 특히 대학생을 중심으로 한 젊은 층이 초기 단계에서 인터넷전문은행의 목표고객이 될 것으로 예상된다. 인터넷전문은행이 영업을 개시한 이 시점에서 그 이용의 동기요인을 분석하여 이론적 관점은 물론이고 실무적 관점에서 시사점을 이끌어낼 필요가 있다. 따라서 본 연구에서는 대학생을 대상으로 TPB(Theory of Planned Behavior) 모형을 준용하여 인터넷전문은행의 이용의도에 영향을 미치는 요인을 실증분석한다. 분석결과, 사회적 영향과 편리성이 인터넷전문은행의 이용의도에 긍정적 영향을 미치고, 프라이버시와 초기 단계에서 검증되지 않은 전문서비스에 대한 불안과 염려가 부정적 영향을 미치는 것으로 나타났다. 그러나 경제적 혜택은 그 이용의도에 유의적 영향을 미치지 않는 것으로 나타났다. 본 연구에서 왜 편리성과 사회적 영향이 인터넷전문은행의 이용의도에 커다란 영향을 미치는가에 대해 논의하는데 역점을 두었다.

Keywords

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