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http://dx.doi.org/10.18807/jsrs.2018.8.2.077

Factors Affecting Intentions to Use Internet-Only Bank in South Korea: Implications of Service Convenience and Social Influence  

Joo, Jaehun (Division of Business Administration, Dongguk University-Gyeongju)
Publication Information
Journal of Service Research and Studies / v.8, no.2, 2018 , pp. 77-94 More about this Journal
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.
Keywords
Internet-Only Bank; Fintech; Intention; Convenience; Social Influence; Theory of Planned Behavior; Kbank; Kakaobank;
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Times Cited By KSCI : 3  (Citation Analysis)
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