인터넷과 모바일 뱅킹의 채널신호에 대한 비교 분석 = 거래비용이론관점에서

다국어 초록 (Multilingual Abstract)

With the advent of a wide variety of banking channels, consumers can choose a best appealing banking channel from among the traditional banking, Internet banking and mobile banking. Nowadays, Internet banking successfully establish in the market as one of reliable banking channel among consumers. Also traditional banks expanded their banking channels into mobile in the name of mobile banking. But, we didnt know about the which factors affect the choice of banking channels.
Therefore, empirical analysis is adopted by garnering valid questionnaires from 218 Internet(mobile) banking users. 109 were mainly using Internet banking, while 109 were found to visit mobile banking. PLS (Partial Least Square) was applied to analyze the survey data to verify the proposed research hypotheses. Findings from the empirical test results are as follows. First, consumers perceive more trust in Internet banking, comparing with mobile banking. Second, consumers more affected by perceived monetary value, mobility in mobile banking, comparing internet banking.

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