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A Study on the affecting factors of Kakao Bank usage in terms of service types

서비스 유형에 따른 카카오뱅크 이용 영향 요인에 관한 연구

  • 전병호 (서울여자대학교 기초교육원)
  • Received : 2019.11.18
  • Accepted : 2019.12.12
  • Published : 2019.12.30

Abstract

The purpose of this study is to analyze the adoption of Kakao Bank in terms of benefits (functional, social, experiential, economic benefits) and differentiated services (customization and service diversity) considering service types. Benefits are personal value consumers attach to the product or service attributes and, therefore, more important than attributes of service itself when using Kakao Bank in the internet based environment. Data was collected using an online and offline survey of 131 Kakao Bank users and analyzed the data using structural equation model (SEM). The results of empirical analysis using SmartPLS show that functional benefit, experiential benefit, and customization are significantly related to the user's satisfaction, but economic benefits, social benefit, and service variety are not. Customer's satisfaction are also showed significantly to be related to the all types of Kakao Bank usage(balance check, transfer, and other services). This study has the significance in that it examines the user's satisfaction and usage of Kakao Bank in terms of benefits and differentiated services while other studies analyzed banking services focusing on the attributes of banking channel itself.

Acknowledgement

Supported by : 서울여자대학교

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