스마트폰 뱅킹서비스의 지각된 위험과 지각된 즐거움이 지속적 사용의도에 미치는 영향

Abstract

논문투고일:2013년 10월 27일 논문수정완료일:2013년 12월 13일 논문게재확정일:2013년 12월 18일 * 경희사이버대학교 글로벌경영학과 교수 ** 경희사이버대학교 글로벌경영학과, 교신저자 Recently, due to the proliferation of smartphones, users of mobile banking services which are based in wireless Internet without constraint of the time and places are significantly increased. In the study, considering the characteristics of mobile banking services based on the smartphone and the user behavior. we analyse the factors which have an effect on the behavioral intention to use mobile banking services based on the smartphone. For this purpose, we use the model which is based on Technology Acceptance Model (TAM) and add two constructs:the perceived enjoyment and the perceived risk. A survey data for 194 students at the K cyber university is used for statistical analysis. As a result, the perceived ease of use affects the perceived usefulness and the perceived enjoyment, and the perceived ease of use. And the perceived usefulness and perceived enjoyment affect continuous intention to use. On the other hand, the hypothesis which the perceived risk would affect adversely the continuous intention to use is rejected. Through this study, we expect to provide the useful implications for the smartphone banking services and contribute to the development of strategy for them. Keyword:TAM, Perceived Enjoyment, Perceived Risk, Smart phone Banking Service, Smart phone 韓國IT서비스學會誌 第12卷 第4號 2013年 12月, pp.205-218