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Understanding Acceptance of Fintech Service in Korea: Focused on Decomposed TPB into TAM

우리나라 소비자의 핀테크 수용 모형의 탐색: 기술수용모형의 분해계획행동이론을 중심으로

  • Joo, Jihyuk (Depart. of Media & Communication, Far East University)
  • 주지혁 (극동대학교 미디어홍보학과)
  • Received : 2017.02.26
  • Accepted : 2017.04.20
  • Published : 2017.04.28

Abstract

This study explored an appropriate research model that could explain and predict the spread of fintech, a new financial services in Korea. We reviewed two theoretical frameworks, theory of planned behavior(TPB) and technology acceptance model(TAM), which are frequently cited to explain human behavior and new technology adoption, respectively. Then, we proposed a decomposed theory of planned behavior(DTPB) as a research model and examined the model through PLS path modeling. As a result, every path except PEOU-ATT path in TAM is significant, and the explanatory power toward behavioral intention(R2=0.573) is also significantly greater in the proposed model. Accordingly, the proposed DTPB is appropriate to explain the spread of fintech in Korea. Finally, suggestions for the following studies are discussed.

Keywords

Fintech;Theory of planned behavior;Technology acceptance model;Decomposed theory of planned behavior;PLS path modeling

Acknowledgement

Supported by : 극동대학교

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