인터넷뱅킹이용에 영향을 미치는 요인 = 계획된 행동이론을 중심으로

다국어 초록 (Multilingual Abstract)

Understanding people`s usage intention of Internet Banking can help banks to formulate appropriate marketing strategies for Internet Banking. The purpose of this research is to determine the factors affecting user usage of Internet Banking. Theory of Planned Behavior(TPB) was used to study the usage intention of Internet Banking. With the help of a LISREL-based structural model, six hypotheses are developed and tested. The results of the structural model suggested that behavioral intention is formed by one`s attitude(A), which reflects feeling of favourableness or unfavourableness towards adopting Internet Banking; subjective norm(SN), which reflects perceptions that significant referents desire the individual to use or not to use Internet Banking; and perceived behavioral control(PBC). which reflects perceptions of internal and external constraints on adoption. In research model, behavioral beliefs (∑b_ie_i), normative beliefs (∑nb_imc_i), control beliefs (∑cb_kpf_k) are treated as unidimensional belief structures which each have independent effects on Internet Banking usage intention through attitude, subjective norm and perceived behavioral control, respectively. TPB was found to be the preferable model in predicting acceptance of Internet Banking. The study finds that relationships explained by the TPB, and findings will be useful for the strategic planning of Internet Banking.