The Journal of Society for e-Business Studies (한국전자거래학회지)

Society for e-Business Studies (한국전자거래학회)
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A Study Factors Affecting Continuance Intention of Internet Only Bank: Using Task-Technology Fit Theory

인터넷전문은행의 지속 사용 의도에 영향을 미치는 요인에 대한 연구: 업무-기술 적합성 이론을 활용하여

  • Yoo, Hyein (Graduate School of Information, Yonsei University) ;
  • An, Jaeyoung (Graduate School of Information, Yonsei University) ;
  • Lee, Choong C. (Graduate School of Information, Yonsei University)
  • Received : 2018.06.15
  • Accepted : 2018.08.07
  • Published : 2018.08.31
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Abstract

Today the paradigm of the financial services industry is shifting to mobile banking, and each financial company provides a variety of mobile banking services. Because of the innovation of mobile banking service, the Internet Only Bank has been launched recently. However, the actual number of users is far less than the number of subscribers. The purpose of this study is to investigate the factors affecting the intention to use of Internet only banking service by applying Task-Technology Fit (TTF) theory. In order to carry out this research, we conducted a survey on the user of the Internet only banking services, tested the measurement validity/reliability analysis and derived structural equation model. The results indicate that there are significant correlations between technology characteristics and task-technology fit and between task-technology fit and continuance intention. The results of this study are expected to provide implications for securing and maintaining the users of Internet banking providers.

오늘날 금융 서비스 산업의 패러다임은 모바일 뱅킹으로 이동하고 있으며 각 금융 기업은 다양한 모바일 뱅킹 서비스를 제공하고 있다. 모바일 뱅킹 서비스 혁신으로 인터넷전문은행이 출범하였지만, 출범 후 증가한 가입자 수에 비해 실제 이용자 수는 이에 미치지 못하고 있다. 따라서 본 연구는 인터넷전문은행 이용자의 지속 사용 의도에 영향을 미치는 요인을 업무-기술 적합(Task-Technology Fit; TTF) 이론을 적용하여 알아보고자 한다. 본 연구 수행을 위해 인터넷전문은행 서비스 사용 경험이 있는 사람들을 대상으로 설문을 실시한 후 측정 모형 분석과 구조방정식 모형 테스트를 수행하였다. 연구 결과 기술 특성과 업무-기술 적합성, 업무-기술 적합성과 지속 사용 의도는 유의미한 상관관계를 갖는 것으로 확인되었다. 본 연구 결과를 통해 인터넷전문은행 운영자에게 이용자 확보 및 유지 방안의 시사점 제공을 기대한다.

Keywords

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Task-Technology Fit[18]

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Research Model

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Hypothesis Testing Results

Banking Service Comparison [20]

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Status of Internet Only Bank in Foreign Counties[35]

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Overview of TTF Applications[48]

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Operational Definition of Constructs

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Measurement Instrument

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Demographics of Sample

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Convergent Validity Testing

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Convergent Validity Testing(Final Results)

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Correlations between Latent Constructs

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Mediation Testing with Indirect(Bootstrapping)

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