Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
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A Research on the Factors Influencing the Participation of Internet-Only Banks : Focusing on the Case of K Bank

인터넷전문은행의 가입 영향 요인에 관한 연구 : 케이뱅크은행 사례를 중심으로

  • Ok, S.H. (Department of MIS, Dongguk University-Seoul Campus) ;
  • Hwang, K.T. (Department of MIS, Dongguk University-Seoul Campus)
  • Received : 2020.11.11
  • Accepted : 2020.11.30
  • Published : 2020.12.31
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Abstract

This research analyzes the factors that affect the consumers' participation of the internet-only banks, and suggests effective financial sales strategies and methods to attract more users. Through prior research review and interviews with experts, the factors affecting the consumers to sign up for the internet banks are identified. The actual user data from the internet banks are used for the analysis, providing more systematic and credible results. The research shows that social media buzz positively affects the user growth, proving Granger Causality relation of increasing social media buzz on K Bank increases K Bank users. The research also shows that marketing activities noticeably impacts K Bank's positive user growth. On the other hand, the event of Kakao Bank's grand opening shows negative effect. The results from the research validates the need for periodical monitoring process of social media buzz. Moreover, the research proves that the integrated analysis of social media buzz and marketing effect is also essential.

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References

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