인터넷 전문은행에 대한 금융소비자의 수용요인에 관한 연구

초록

This study analyzes the factors influencing acceptance and use of the internet primary bank(IPB) by financial consumers focusing on the government policy aspects, and examines their effects on the financial security. To achieve the study objectives, 568 survey samples are analyzed through the SPSS. The results show that the information security risk has a significant negative effect on the social influence. Expansion of the investment opportunity and the transaction efficiency have a positive effect on the performance expectancy whereas the service diversity has a negative effect on the effort expectancy. In addition, the transaction efficiency and the innovation tendency are proven to positively impact on the effort expectancy respectively. Social influence and facilitation conditions have a positive significant effect on the intention to use IPB. The analysis of the heuristic control effect shows that financial consumers are not affected by the past incidents concerning the information security. Through multi-group analyses, it is confirmed that the innovative tendency of the male affects the effort expectancy and the innovative tendency of the female affects the performance expectancy. In the case of males, the service diversity is found to affect the performance expectancy with a significant difference between male and female groups. It is also found that the expectation of the advertisement exposure group has a great influence on the intention to use the IPB. It is proven that there are no significant factors that may cause differences on the intention to use bsed on the multi-group analyses on the intention to use foreign IPB.

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