한국컴퓨터정보학회논문지 (Journal of the Korea Society of Computer and Information)

  • 제24권9호
  • /
  • Pages.143-150
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  • 2019
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  • 1598-849X(pISSN)
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  • 2383-9945(eISSN)
한국컴퓨터정보학회 (Korean Society of Computer Information)
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The Effect of Choice Attributes of Internet primary bank on Satisfaction and Behavioral Intention

  • Jung, Ji-Hee (Dept. of Distribution, Gyeongnam National University of Science and Technology) ;
  • Shin, Jae-Ik (Dept. of Distribution, Gyeongnam National University of Science and Technology)
  • 투고 : 2019.08.07
  • 심사 : 2019.09.16
  • 발행 : 2019.09.30
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초록

In recent years, interest in internet primary bank has increased in South Korea, and marketing strategies for the success of the bank are needed. The purpose of this study is to analyze the effect of bank choice attributes on satisfaction and behavioral intention of Internet primary bank users. A convenience sampling was used and a structural equation of AMOS 20.0 was used for hypothesis testing. The results of the study are as follows. First, information, transaction, and communication of the choice attributes have positive effects on satisfaction. Second, information, transaction, and communication of the choice attributes have positive effects on behavioral intention. Third, satisfaction has a positive effect on behavioral intention. The theoretical and practical implications and limitations of the research are presented in the conclusion.

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