모바일 뱅킹 서비스에 대한 사용자 초기신뢰와 사용의도에 영향을 미치는 요인들에 관한 실증적 연구 = Investigation of Factors Influencing Consumer Initial Trust and Intention to Use Mobile Banking Services

다국어 초록 (Multilingual Abstract)

Mobile banking service has emerged as an important profit source for both banks and mobile phone service companies. However, the growth of the mobile banking service is behind the expectation of banks and mobile phone companies. One plausible explanation for this laggard diffusion of mobile banking may be the lack of consumers' initial trust on the service. Therefore, this study investigates the critical factors in building trust and intention to use mobile banking services. Our research results show that propensity-to-trust, structural assurance, and relative advantages of services have significant impacts on consumers' initial trust in mobile banking service. Furthermore, initial trust in mobile banking service is a critical factor for adopting mobile banking services. Contrary to our expectation, however, reputation of banks and mobile phone companies are not significant in attracting consumers to mobile banking services.

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