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Study on Factors Affecting Financial Customer's Switching Intention to Internet only bank: Focus on Kakao bank

인터넷 전문은행의 성공 요건, 금융 소비자의 전환의도에 영향 주는 요인 분석: 카카오뱅크를 중심으로

  • Kwak, Na-Yeon (Graduate School of Information, Yonsei University) ;
  • Yoo, Hyein (Graduate School of Information, Yonsei University) ;
  • Lee, Choong C. (Graduate School of Information, Yonsei University)
  • 곽나연 (연세대학교 정보대학원) ;
  • 유혜인 (연세대학교 정보대학원) ;
  • 이중정 (연세대학교 정보대학원)
  • Received : 2018.01.14
  • Accepted : 2018.02.20
  • Published : 2018.02.28

Abstract

Internet only banking has been spreading rapidly since it was first introduced in Korea since 2017, but issues regarding its limitations continuously are rising. In this research, consumers' intention to switch have been empirically demonstrated toward the internet banking by applying the PPM theory. To achieve a purpose of the research, survey targeting total 132 person who have experiences of using KaKaobank have been implemented by using Smart PLS 3.0. In conclusion, it has been verified that the push and full effect have a positive effect on the consumers' intention to switch main bank and the degree of usage of KaKaobank have significantly influences on relation between mooring factor and consumers' intention to switch main bank. Through this study, the scope of the PPM theory applied in previous researches regarding consumer's service transition shall be extended to Fintech service and practically it provides implications for establishing a strategy to enter the Internet only bank market.

Keywords

Internet only bank;Kakao bank;Intention to switch;PPM Theory;Switching of main bank

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