전자뱅킹의 사용의도 및 재사용의도 증진방안에 관한 연구: 인터넷뱅킹과 모바일뱅킹을 중심으로

Abstract

Electronic banking service has evolved into an important retail banking channel and becomes an integral part of a sustainable competitive strategy for retail banking firms. The main purpose of this study is to conceptualize and investigate the process to promote use and reuse intention in electronic banking service. This study tries to validate the structural equation model and causal relationships among the model's elements involving antecedents of user trust including self efficacy, TAM variables, trust, consequences(user intention and re-intention), and moderating variables(user attitude). The results indicate that all hypothesis is significant expect the path from self-efficacy to trust. The proper management of these structural relationships will help clarify the role of retail banking marketer, resulting in increased sustainable competitive advantages.