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A Study on the Determinants of Consumer Trust toward Internet-Only Banks

인터넷전문은행의 신뢰 결정요인 연구

  • Nam, Sang-Wook (School of Business Administration, Seowon University)
  • Received : 2018.03.21
  • Accepted : 2018.04.20
  • Published : 2018.04.30

Abstract

The purpose of this study is to evaluate the level of trust by financial consumers and attempt to investigate the determinants that influence consumer trust in internet-only banks. For this aim, I conducted an empirical study and the survey results was used to test a structural equation model that analyzed the financial consumer trust and estimated the level of trust for internet-only banks. As a result of the analysis, the three most effective determinants of trust were security, convenience and benefit. Also, the level of financial consumer trust for the internet-only banks, based on the three factors, was later extended to relationship commitment such as renewal and recommendation intentions. Therefore, Internet-only banks need to focus on promoting their trust more effectively for future sustainable growth.

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