인터넷 뱅킹 채택의 결정요인

The growth in the use of the Internet as a distribution channel of products and services offered by various businesses has been phenomenal. One such application is Internet banking services. As more and more financial institutions are finding ways to utilize Internet technologies to launch Internet banking services, an important issue is to understand what factors will impact the decisions of customers in adopting the service. Based on Davis's technology acceptance model with 5 additional variables that are theoretically justified as having influence on perceived usefulness and perceived ease of use, a research model for the investigated technology acceptance was developed and empirically examined, using responses from 182 intended users of the technology. Results of the data analysis generally support the model as well as 10 of 12 of the proposed hypotheses. In particular, personalization, task familiarity, accessibility, trust and economical efficiency were found to have significant influence on perceived usefulness and perceived ease of use, which, in turn, were found to be important factors in fostering a positive attitude toward accepting the services. Several implications for both research and practice have emerged and are discussed.