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Study about the Positive and Negative Affect on the Continuance Intention of Internet only Bank

금융소비자의 지속사용의도에 영향을 미치는 정적·부적 정서 연구: 인터넷전문은행을 중심으로

  • Kim, Jin A (Graduate School of Management of Technology, Korea University) ;
  • Yoon, Jeewhan (Graduate School of Management of Technology, Korea University)
  • 김진아 (고려대학교 기술경영전문대학원 기술경영학과) ;
  • 윤지환 (고려대학교 기술경영전문대학원 기술경영학과)
  • Received : 2018.11.15
  • Accepted : 2018.12.20
  • Published : 2018.12.28

Abstract

Internet only Banks in Korea have acquired more than seven million customer base, but most of the accounts are not active. As financial products tend to be similar, customer affect plays more crucial role than service features in continuance intention. The purpose of this research is to study about the impact of positive and negative affect on the continuance intention. The result indicated that positive affect is positively related to continuance intention, and negative affect is negatively related to continuance intention. Also expectation confirmation is positively related to positive affect. The results imply Internet only Banks need to focus on customer's positive affect and expectation confirmation to improve continuance intention.

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Fig. 1. Research model

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Fig. 2. Result of structural equation modeling

Table 1. Measurement construct and items

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Table 2. Sample demographics

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Table 3. Exploratory factor analysis of affect

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Table 4. Result of confirmatory factor analysis

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Table 5. Reliability of scales

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Table 6. Model fit of structural equation model

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Table 7. Hypothesis test result

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Table 8. Result of indirect effect

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