Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
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A study on the effect of Internet Primary bank users on their intention to switch to financial services: Focusing on K-Bank and Kakao Bank

인터넷 전문은행 사용자의 금융서비스 전환 의도에 미치는 영향에 관한 연구: 케이뱅크와 카카오뱅크를 중심으로

  • Park, YoungGeun (Dept. of Business Administration, Pusan National University) ;
  • Ok, SeokJae (Dept. of Business Administration, Pusan National University)
  • Received : 2021.11.15
  • Accepted : 2022.02.20
  • Published : 2022.02.28
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Abstract

Most of the preceding studies related to Internet Primary banks are studies on laws, regulations, and expected effects of introduction, and studies on financial consumers' intention to switch to financial services are insufficient. Apply to the PPM(Push-Pull-Mooring)theory to find out the factors that influence financial consumers' intention to switch services from commercial banks to Internet Primary banks. A survey was conducted service users, 1st-order and 2nd-order factor analysis were performed using Smart PLS 3.0. As a result, it was confirmed that the Pull, Push and Mooring had a positive (+) effect on the Intention to Switch, and the Mooring, which is a moderating variable, did not have a moderating effect on the Intention to Switch of the Push and the Pull. The scope of application of the PPM theory, which was used in the service conversion research, was extended to Fintech services, and it can provide various practical useful implications, such as the strategy and spread of Internet Primary banks, and it will be used in various studies to study consumer attitudes.

인터넷 전문은행 관련 선행연구들은 법안, 규제 그리고 도입 기대효과 등의 연구들이 대부분이며, 금융 소비자의 금융 서비스 전환 의도에 관한 연구는 미비한 상태이다. 본 연구의 목적은 금융소비자들이 시중은행에서 인터넷 전문은행으로 서비스 전환 의도에 대해 영향을 미치는 요인을 알아보고자 PPM(Push-Pull-Mooring)이론을 적용하였다. 실제 서비스 이용자들을 대상으로 설문조사를 하였고, Smart PLS 3.0을 사용하여 1차 요인분석과 2차 요인분석을 하였다. 연구 결과 풀요인, 푸시요인 그리고 무어링요인은 전환 의도에 긍정적인 영향을 미쳤으며, 조절변수인 무어링요인은 푸시요인과 풀요인의 전환 의도에 조절효과가 나타나지 않았다. 서비스 전환 연구에 활용되던 PPM이론의 활용 범위를 핀테크 서비스로 확장 하였고, 인터넷 전문은행의 전략과 확산 등 여러 가지 실무적인 유용한 시사점을 제공 할 수 있으며, 소비자 태도를 연구하는 다양한 연구에서 활용할 수 있을 것이다.

Keywords

Acknowledgement

This work was supported by a 2-Year Research Grant of Pusan National University.

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