인터넷 뱅킹 채택 행위에 있어서 신뢰와 위험의 영향

Although the number of users of the Internet has been increasing significantly, the actual adoption rate of Internet banking seems to be relatively slower. This phenomenon can be explained by the risk perception in relation to the level of trust consumers may have against the Internet banking. This research is an attempt to examine the impact of trust and perceived risk on the trusting behavior(adoption) in the context of Internet banking. A conceptual model was developed based on previous literature on risk and trust. Variables in the model include relative advantage of Internet banking, size of the risk involved, probability of the risk involved, trust on Internet as a banking channel, and subdimensions of trust on bank - trust on promise keeping and opportunitistic misuse with the dependent variable of Internet banking adoption. Emprical test results suggests: (1) trust on Internet as a banking channel has a significant influence on perceived probability of risk as well as the adoption decision, (2) perceived size of the risk involved does not seem to influence the level of trust or the trusting behavior of adoption, and (3) the strength of a relationship among trust on the bank itself, relative advantage of Internet banking and adoption decision was found to be different depending on income level. Relatively high income group was concerned about opportunistic misuse while lower income group concerns about promise keeping. Further implications are discussed.