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http://dx.doi.org/10.15207/JKCS.2018.9.12.195

Relationship among perceived benefit, perceived risk and continuous use of user' Internet primary bank : The mediation effects of trust  

Jung, Joo Won (Dept. of Home Econommics Education, Dongguk University)
Cho, So Yeon (Dept. of Home Econommics Education, Kangwon National University)
Publication Information
Journal of the Korea Convergence Society / v.9, no.12, 2018 , pp. 195-205 More about this Journal
Abstract
The purpose of this study was to investigate the effects of perceived risk, perceived benefits and trust on the intention of continuous use of Internet primary banks in order to explore ways for stable establishment and growth of Internet primary banks. In addition, the mediating effects of trust on the relationships among perceived benefits, perceived risk and intention of continuous use were tested. Through an online survey, 457 people aged 20-59 years who had experience of using an Internet primary bank within the last 3 months were selected as the subjects for this study. First, perceived benefits, perceived risk, and trust were found to have a significant influence on the intention of continuous use of Internet primary banks. Second, the partial mediation effect of trust on the relationships of ease of use and functional risk with intention of continuous use was confirmed, and the full mediation effect of trust on the relationships of attractiveness and innovativeness with intention of continuous use was verified. In order to achieve sustainable growth, Internet primary banks are required to increase major benefits of customers and lower the risk levels to build firm customer trust.
Keywords
Internet Primary Bank; Perceived Risk; Perceive Benefit; Trust; Continuous Use;
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