모바일뱅킹 서비스 태도형성 후 지각된 효익과 비용이 이용의도에 미치는 영향

Abstract

The objective of this study is to examine major factors affecting the customer attitude and intention of the mobile banking services. And this paper is to predict customer acceptance of mobile banking services based on the technology acceptance model (TAM). Our model was tested using data collected from 309 questionnaires and analyzed using structural equation modeling. The results of the study are as follows. Firstly, mobility, security, and user friendliness influenced the customer attitude of mobile banking service. Secondly, perceived benefit influenced the customer attitude and use intention of mobile banking service, and perceived cost positively correlated with use intention toward the service. Thirdly, perceived ease of use was shown to affect user attitude, but perceived usefulness had not influence user attitude of mobile banking service. This study may provide companies with valuable guidelines of mobile banking service.