중국 인터넷 전문은행 서비스 지속이용의도 영향요인에 관한 연구 -후기수용모형을 중심으로-

Abstract

Recently as the number of using internet primary banking service has rapidly increased in China, there is the need for a systematic study for it. In this context, this study purports to analyze the structural relationships through post acceptance model among six exogenous factors influencing continuance intention to use of internet primary bank and expectation confirmation, perceived usefulness, satisfaction and continuance intention to use. For this study, a survey is carried out the Chinese consumers who are using internet primary banking service, and total 260 data were collected and analyze the data through AMOS 20.0. The results obtained by actual analysis are as follow. First, self-efficacy, personal innovativeness, convenience and price value all have a positive effect on perceived usefulness, but subjective norm has not a positive effect on perceived usefulness. Second, perceived risk has a negative effect on perceived usefulness, but has not a negative effect on continuance intention to use. Finally, relationships among expectation confirmation, perceived usefulness, satisfaction and continuance intention to use are coincided with the results of post acceptance model. The results of this study are expected to provide a few implications for securing and maintaining the users of internet primary banking providers in China.