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Factors Affecting Intentions to Use Internet-Only Bank in South Korea: Implications of Service Convenience and Social Influence

인터넷전문은행의 이용의도에 미치는 영향 요인: 편리성과 사회적 영향의 함의

  • Joo, Jaehun (Division of Business Administration, Dongguk University-Gyeongju)
  • 주재훈 (동국대학교(경주캠퍼스) 경영학부)
  • Received : 2018.02.19
  • Accepted : 2018.06.14
  • Published : 2018.06.30

Abstract

Internet-only bank is one of the promising areas of Fintech industry. Kbank and Kakaobank launched services since 2017 in Korea. Experts estimated the younger generation including undergraduate students as target customers in the initial stage of the Internet-only bank in Korea. Thus, it is necessary to investigate factors influencing intention to use the Internet-only bank. Data were collected from undergraduate students studying in Seoul, Pusan, and Gyeongbuk province. The empirical study showed the evidence that four factors such as convenience, social influence, perceived privacy, and unverified risk had a significant influence on intention to use the Internet-only bank. However, economic benefit has no significantly influence on the intention. The present study focused on the influence of convenience and social influence and discussed the issues regarding convenience and social influence in more detail.

Acknowledgement

Supported by : 동국대학교

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