• Journal of Korean Society for Quality Management
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• v.50 no.1
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• pp.43-61
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• 2022

Purpose: The purpose of this study was verifying factors that affect to intention to use AI financial services and finding a way of building an user oriented AI ecology. Methods: This study used the UTAUT (Unified Theory of Acceptance and Use of Technology) model with independent variables such as performance expectancy, effort expectancy, social influence, facilitating conditions, trust, personal innovativeness and AI understanding as moderating variable. The data was collected through online & offline survey with questionnaire from 330 financial customers. Results: As a result, the analysis suggested that the performance expectancy, social influence, facilitating conditions, personal innovativeness are statistically significant to the intention to use AI. It was also found that AI knowledge of users differently influence the intention to use through the moderating effect on the facilitating conditions. Conclusion: Performance expectancy, social influence, facilitating conditions, personal innovativeness have positive causation to the intention to use in AI financial service. On the facilitating conditions, unlike other variables, it was found that the user's intention to use was different by the level of AI understanding. It means that customers could have the strong intention to use AI even though they don't have enough pieces of knowledge on the factors. Customers seem to be of recognition that the technology has certain benefits for themselves. The facilitating factors are significantly affected by AI understanding and differently effect on the intention to use AI.

• Management & Information Systems Review
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• v.36 no.3
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• pp.167-184
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• 2017

In this study, we investigated the effect of offline banking trust on smart banking trust. As influencing factors of smart banking trust, this study compared offline banking trust, smart banking's system quality, and information quality. For the empirical study, 186 questionnaire data were collected from smart banking users and the data were analyzed using Smart-PLS 2.0. As results, it was verified that there is trust transfer in FinTech service, by the significant effect of offline banking trust on smart banking trust. And it was proved that the effect of offline banking trust on smart banking trust is lower than that of smart banking itself. The contribution of this study can be seen in both academic and industrial aspects. First, it is the contribution of the academic aspect. Previous studies on banking were focused on either offline banking or smart banking. But this study, focus on the relationship between offline banking and online banking, proved that offline banking trust affects smart banking trust. Next, it is the industrial contribution. This study showed that offline banking characteristics of traditional commercial banks affect the trust of emerging smart banking service. This means that the emerging FinTech companies are not advantageous in the competition of trust building compared to traditional commercial banks. Unlike traditional commercial banks, the emerging FinTech is innovating the convenience of customers by arming them with new technologies such as mobile Internet, social network, cloud technology, and big data. However, these FinTech strengths alone can not guarantee sufficient trust needed for financial transactions, because banking customers do not change a habit or an inertia that they already have during using traditional banks. Therefore, emerging FinTech companies should strive to create destructive value that reflects the connection with various Internet services and the strength of online interaction such as social services, which have an advantage over customer contacts. And emerging FinTech companies should strive to build service trust, focused on young people with low resistance to new services.

• International journal of advanced smart convergence
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• v.8 no.2
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• pp.102-108
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• 2019

Big data was associated with three key concepts, volume, variety, and velocity. Securities and investment services produce and store a large data of text/numbers. They have also the most data per company on the average in the US. Gartner found that the demand for big data in finance was 25%, which was the highest. Therefore securities and investment companies produce the largest data such as text/numbers, and have the highest demand. And insurance companies and credit card companies are using big data more actively than banking companies in Korea. Researches on the use of big data in securities and investment companies have been found to be insignificant. We surveyed 22 major securities and investment companies in Korea for activating big data. We can see they actively use AI for investment recommend. As for big data of securities and investment companies, we studied open API. Of the major 22 securities and investment companies, only six securities and investment companies are offering open APIs. The user OS is 100% Windows, and the language used is mainly VB, C#, MFC, and Excel provided by Windows. There is a difficulty in real-time analysis and decision making since developers cannot receive data directly using Hadoop, the big data platform. Development manuals are mainly provided on the Web, and only three companies provide as files. The development documentation for the file format is more convenient than web type. In order to activate big data in the securities and investment fields, we found that they should support Linux, and Java, Python, easy-to-view development manuals, videos such as YouTube.