DOI QR코드

DOI QR Code

A Comparative Study on Direct Bank Services between South Korea and China: Putting Emphasis on Service Convenience and Social Influence

인터넷전문은행 서비스의 한중 비교연구: 서비스의 편리성과 사회적 영향 요인을 중심으로

Joo, Jaehun;Yu, Jiatong
주재훈;우가인

  • Received : 2018.11.13
  • Accepted : 2019.02.11
  • Published : 2019.03.31

Abstract

Purpose The purpose of the present study is to analyze the factors influencing the intention to use direct bank continuously from the perspective of service rather than technology. Hygiene factors including economic benefits, privacy, and unverified risks, and convenience of service as a motivator were considered as user's satisfaction. A research model integrating the relationships among user's satisfaction, its determinants, social influence, and continuous intention to use direct banks was proposed. Design/methodology/approach Structural equation modelling for validating the research model was employed. 253 valid data were collected from users of direct bank service in South Korea and China, and used to test six hypotheses. Findings User's satisfaction and social influence were determinants of continuous use intention of direct bank. Convenience of service as a motivator has a significant influence on service satisfaction, while economic benefits, privacy, and unverified risks as hygiene factors have no significant influence on the continuous intention. Managers of direct banks need to implement service differentiation strategies to gain customers' loyalty. Also they seek to find the determinants of social influence. The present study confirmed that there is a big difference between Korea and China in terms of factors affecting the continuous intention to use direct bank.

Keywords

Direct Bank;Comparative Study;Convenience;Social Influence;Intention to use;Two-factor theory

References

  1. 김병태, "인터넷전문은행의 입법적 규제방향은산분리와 추가인가에 대한 제언," 경희법학, 제53권, 제2호, 2018, pp. 191-230.
  2. 김석환, 박동규, "인터넷 전문은행에 대한 금융 소비자의 수용요인에 관한 연구," 산업경제연구, 제30권, 제2호, 2017, pp. 589-622.
  3. 김수형, "FIDO 표준 기술 동향", TTA Journal, Vol. 164, 2016, pp. 70-75.
  4. 김승래, "인터넷전문은행 출범에 따른 법제도적 쟁점검토", 법학연구, 제17권 제3호, 2017, pp. 1-36.
  5. 김중인, "반영지표 vs. 조형지표 - 이론적 논의, 실증적 비교, 그리고 실무적 유용성", 마케팅연구, 제27권, 제4호, 2012, pp. 199-226.
  6. 리우젠, 강유리, 박철, "휴대용 게임기 구매의도에 영향을 미치는 요인에 관한 한중 비교 연구", 한국비즈니스리뷰, 제6권, 제2호, 2013, pp. 1-28.
  7. 배재권, "핀테크(FinTech) 서비스의 정보보안 위협요인과 개인정보보호행위와의 구조적 관계에 관한 연구: 기술위협회피와 건강행동이론 관점에서", 정보시스템연구, 2017, 제26권 제3호, pp. 313-337.
  8. 송경석, "핀테크 인터넷전문은행의 비즈니스모델에 대한 탐색", e-비즈니스연구, 제17권 제3호, 2016, pp. 273-299.
  9. 시사저널, 2018. 7. 27. http://www.sisajournal-e.com/biz/article/187124
  10. 오혜영, "상대적 이점과 위험 지각이 모바일 간편결제 서비스 사용의도에 미치는 영향: 소비자 혁신성향의 조절효과를 중심으로," 금융소비자연구, 제5권 제1호, 2015, pp. 33-64.
  11. 우가인, 조재형, "핀테크 기반의 간편결제 서비스 지속적 사용의도에 대한 요인 연구," 정보시스템연구, 제26권, 제3호, 2017, pp. 25-46.
  12. 유혜인, 안재영, "인터넷전문은행의 지속 사용 의도에 영향을 미치는 요인에 대한 연구," 한국전자거래학회지, 제23권 제3호, 2018, pp. 111-128.
  13. 이종필, "인터넷 전문은행의 영향과 대응," BDI 정책포커스, 제299권, 2016, pp. 1-12.
  14. 이준희, "인터넷전문은행 관련 법률적 쟁점에 관한 소고", 기업법연구, 제26권 제3호, 2016, pp.77-106.
  15. 이형탁, "쇼핑 모멘텀 효과에 있어 초기 구매행위와 마음상태", 서강대학교 경영전문 대학원 석사학위논문, 2012.
  16. 인터넷전문은행 설립 및 운영에 관한 특례법안, 2018.
  17. 장형유, "전자뱅킹의 사용의도 및 재사용의도 증진방안에 관한 연구", 인터넷전자상거래연구, 제9권 제1호, 2009, pp.307-33.
  18. 정대현, 장활식, 박광오, "핀테크 활성화를 위한 사용환경특성과 지속사용의도", 정보시스템연구, 2017, 제26권, 제2호, pp. 123-142.
  19. 정영수, 정철호, "개인 커뮤니티의 지각된 특성이 만족 및 지속적 사용의도에 미치는 영향에 관한 연구", 2007, 제16권, 제3호, pp. 133-159.
  20. 정진화, "빅데이터를 이용한 귀농수요 분석과 귀농인의 성공적 모델 연구", 서울대학교 연구보고서, 2016.
  21. 주나영, 김종원, 김은정, "모바일 뱅킹에서 핀테크 서비스로의 전환 시 고객만족에 영향을 미치는 요인에 관한 실증연구", 정보시스템연구, 2017, 제26권, 제4호, pp. 203-225.
  22. 주재훈, "인터넷전문은행의 이용의도에 미치는 영향 요인: 편리성과 사회적 영향의 함의", 서비스연구, 2018, 제8권, 제2호, pp. 77-94.
  23. 주재훈, 전자상거래, 제2판, 2017, 탑북스.
  24. Alalwan, A. A., Dwivedi, Y. K., Rana, N. P., and Algharabat, R. , "Examining factors influencing Jordanian customers' intentions and adoption of internet banking: Extending UTAUT2 with risk," Journal of Retailing and Consumer Services, Vol. 40, 2018, pp. 125-138. https://doi.org/10.1016/j.jretconser.2017.08.026
  25. Aronson, E., Wilson, T. D., Akert, R. M., and Sommers, S. R., Social Psychology, 9th Ed., Pearson Education Limited, 2018.
  26. Bauer, R. A., "Consumer Behavior as Risk Taking, Dynamic Marketing for a Chasing World," Hancock, Chicago: American Marketing Association, 1960, pp. 389-398.
  27. Berry, L., Seiders, K., and Grewal, D., "Understanding Service Convenience," Journal of Marketing, Vol. 66, No. 3, 2002, pp. 1-17.
  28. Bhattacherjee, A., "Understanding Information Systems Continuance: An Expectationconfirmation Model," MIS Quarterly, Vol. 25, No. 3, 2001, pp. 351-370. https://doi.org/10.2307/3250921
  29. Brown, Lew G., "Convenience in Services Marketing," Journal of Services Marketing, Vol.4 No.1, 1990, pp.53-59.
  30. Deutsch, M., and Gerard, H. B., "A study of normative and informational social influences upon individual judgment," The Journal of Abnormal and Social Psychology, Vol. 51, No. 3, 1955, pp. 629-636. https://doi.org/10.1037/h0046408
  31. Durlacher Research, Mobile Commerce Report, 1999.
  32. Foon, Y.S. and B.C.Y. Fah, "Internet Banking Adoption in Kuala Lumpur: An Application of UTAUT Model," International Journal of Business and Management, Vol. 6, No. 4, 2011, pp. 61-167.
  33. Garson, G. D., Partial Least Squares: Regression & Structural Equation Models, 2016, https://www.smartpls.com/resources/ebook_on_pls-sem.pdf
  34. Gefen, D., Straub, D. W. and Boudreau, M. C., "Structural equation modeling and regression: Guidelines for research practice," Communications of the Association for Information Systems, Vol. 7, No. 4, 2000, pp. 1-70.
  35. Herzburg, F, Mausner, B., Snyderman, B. B., Motivation to work, John Wiley and Sons, Inc, 1959.
  36. Hsu, C. and Lu, H., "Why Do People Play On-line Games? An extended TAM with Social Influences and Flow Experience," Information and Management, Vol. 41 No. 7, 2004, pp. 853-868. https://doi.org/10.1016/j.im.2003.08.014
  37. Jiang, L., Jiang., N., and Liu, S., "Consumer Perceptions of E-Service Convenience: An Exploratory Study," Procedia Environmental Sciences, Vol. 11, 2011, pp. 406-410. https://doi.org/10.1016/j.proenv.2011.12.065
  38. Khan1, S. A., Liang, Y., and Shahzad, S., "An Empirical Study of Perceived Factors Affecting Customer Satisfaction to Re-Purchase Intention in Online Stores in China," Journal of Service Science and Management, Vol. 8, 2015, pp. 291-305 https://doi.org/10.4236/jssm.2015.83032
  39. Kock, N., "Common method bias in PLS-SEM: A full collinearity assessment approach," International Journal of e-Collaboration, Vol. 11, No. 4, 2015, pp. 1-10.
  40. Lee, M. C., "Factors influencing the adoption of internet banking: An integration of TAM and TPB with perceived risk and perceived benefit," Electronic Commerce Research and Applications, Vol. 8, No. 3, 2009, pp. 130-141. https://doi.org/10.1016/j.elerap.2008.11.006
  41. Lindemann, Rolf, "The Evolution of Authentication". <> (Springer Fachmedien Wiesbaden), 2013, pp. 11-19.
  42. Nunnally, J. C. and Bemstein, I. H., Psychometric Theory, 1994, McGraw-Hill, New York.
  43. Seiders, K., Voss, G. B., Godfrey, A. L. and Grewal, D., "SERVCON: development and validation of a multidimensional service convenience scale," Journal of the Academy of Marketing Science, Vol. 35, No. 1, 2007, pp. 144-156. https://doi.org/10.1007/s11747-006-0001-5
  44. Slade, E. L., Dwivedi, Y. K., Piercy, N. C. and Williams, M. D., "Modeling Consumers' Adoption Intentions of Remote Mobile Payments in the United Kingdom: Extending UTAUT with Innovativeness, Risk, and Trust," Psychology and Marketing, Vol. 32, No. 8, 2015, pp. 860-873. https://doi.org/10.1002/mar.20823
  45. Sledgianowski, D. and Kulviwat, S. "Using Social Network Sites: The Effects of Playfulness, Critical Mass and Trust in a Hedonic Context," Journal of Computer Information Systems, Vol. 49, No. 4, 2009, pp. 74-83.
  46. Strasser, S., "Waste and Want: A Social History of Trash, New York, 1999, Metropolitan Books.
  47. Venkatesh, V., Morris, M. G., Davis, G. B. and Davis, F. D., "User acceptance of information technology: Toward a unified view," MIS Quarterly, Vol. 27, No. 3, 2003, pp. 425-478. https://doi.org/10.2307/30036540
  48. Zhao, W.N., "网站环境特征对消费者冲动购买 的影响研究," 吉林大学, 2010, 713권, pp. 36-55.
  49. Zheng, B.W., "互联网+"意味着什么——对"互 联网+"的深层认识," Public Communication of Science & Technology, Vol. 3, 2018, pp. 136-137.
  50. Bandyopadhyay et al., "Does attitudinal loyalty influence behavioral loyalty? A theoretical and empirical study," Journal of Retailing and Consumer Services, Vol. 14, No. 1, 2007, pp. 35-44. https://doi.org/10.1016/j.jretconser.2006.03.002
  51. Oliver, R. L., "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions," Journal of Marketing Research, Vol. 17, No. 4, 1980, pp. 460-469. https://doi.org/10.1177/002224378001700405