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인터넷전문은행에서의 확장된 통합기술수용이론(UTAUT2)과 셀프서비스기술이 사용의도 및 사용행동에 미치는 영향
심정상,동학림 한국유통경영학회 2020 유통경영학회지 Vol.23 No.4
Purpose: The purpose of this study is to analyze the factors affecting the technology acceptance of Internet Primary Bank users. In particular, the effects of self-service technology factors on intention to use were analyzed by adding self-service technology factors related to the non-face-to-face environment that will be accelerated after the Covid-19 Pandemic and the fourth industrial revolution. Research design, data, and methodology: Based on UTAUT2, we developed a model that explains the intention and actual use by using factors from self-service technology. Through online survey, 319 Internet Primary Banks users’ data were collected, and conducted statistical analysis and verified structural equation model using SPSS and AMOS. Result: Our main results shows that the performance expectancy, social influence, habits, and technology readiness were found to have a positive impact on the intention to use Internet Primary Bank. However, the perceived risk and the need for interaction were found to have a negative impact on the intention to use Internet Primary Bank and the intention to use Internet Primary Bank has a positive impact on the behavior of using Internet Primary Bank. The hypothesis that effort expectancy has a positive impact on the intention to use was rejected. Conclusions: In addition to performance expectations, social impact, and habits, the degree of technology readiness of consumers who use self-service technology was found to be a positive factor in the adoption of Internet Primary Bank’s technology, whereas the perceived risks such as anxiety about transaction failure felt by users of self-service technology and the degree of need for untact services were negatively influenced technology acceptance. This study will provide the main factors for the acceptance of innovative technologies and help to establish differentiated strategies for both Internet Primary Bank and Commercial Bank that are seeking to provide untact services.