Z세대 청년소비자의 디지털 금융이해력 및 소비가치가 인터넷전문은행 이용 만족도와 이용 빈도에 미치는 영향

This study empirically analyzed the effects of Generation Z consumers’ digital financial literacy (financial knowledge, internet-only bank usage ability) and consumption values (personal and social values) on their satisfaction and frequency of using internet-only banks, and examined the structural relationships among these variables. The key findings of this study are as follows. First, Gen Z consumers with higher levels of financial knowledge placed greater importance not only on personal values—including efficacy, safety, and autonomy—but also on social values related to aesthetics. Additionally, those with greater ability to use internet-only banks tended to value all sub-dimensions of personal consumption values (efficacy, price, safety, pleasure, and autonomy), as well as other-oriented social values. Second, satisfaction with internet-only banks was positively influenced by personal utilitarian values, social innovation values, and usage ability. Third, while personal efficacy values had a negative direct effect on usage frequency, they exerted a positive indirect effect through satisfaction. In addition, social innovation values and usage ability did not directly influence usage frequency, but both had positive indirect effects via satisfaction. This study is expected to serve as a foundational reference for establishing social and policy strategies that improve internet-only banking services, reflecting the consumption values recognized as important by Generation Z consumers, narrow digital financial literacy gaps, and support more satisfying and effective financial lives.