IPTV 뱅킹 서비스 이용 의도에 영향을 미치는 요인 = Factors that Influence User Intention of IPTV Banking Service

다국어 초록 (Multilingual Abstract)

IPTV has risen as a new driving force amid concerns against the saturated internet market and gained enormous attention of both the government and industry as niche market. Especially, IPTV banking which is one of the major services, IPTV has risen up recently as another financial service channel. Prior to the expansion of the new technology, this study attempts to predict its success possibility. In order to grasp variables that would effect formation of user intention of potential adopters, and external variables that influence user intention of IPTV banking have been confirmed and studied empirically based on Technology Acceptance Model(TAM). As a result, it was validated that self­efficacy, facilitating condition, social influence, and perceived importance to TV banking needs are the influential variables. Therefore, one may able to find appropriate direction of marketing activities for effective expansion of IPTV banking service through this study. Also, considering the fact that the number of service users has absolute influence over profit determination in the IPTV banking service industry, the study about characteristics and intention of such potential adopters could certainly be significant.

목차 (Table of Contents)

• Abstract
• 1. 서론
• 2. 이론적 배경 및 연구가설
• 3. 실증분석
• 4.2 구조 모형 검증
• 5. 결론
• 참고문헌
• <부록> 연구 변수의 측정 항목
• 저자소개

참고문헌 (Reference)

1 주정민, "정보기술수용모형과 쌍방향TV 채택 요인 연구" 한국언론학회 50 (50): 333-356, 2006

2 양희동, "정보기술 수용에 있어서 사용자 특성과 정보기술 특성에 따른 사회적 영향의 차이" 한국경영정보학회 15 (15): 97-120, 2005

3 이민화, "인터넷 뱅킹의 지속적 이용 의도의 결정요인: 사회적 영향, 지각된 위험과 개인차이" 대한경영학회 16 (16): 757-776, 2003

4 박준철, "인터넷 뱅킹에 관한 인식이 유용성, 이용용이성, 이용의도에 미치는 영향" 한국인터넷전자상거래학회 8 (8): 1-14, 2008

5 연신화, "유비쿼터스 응용 서비스의 수용요인이 구매 의도에 미치는 영향" 한국중소기업학회 11 (11): 53-77, 2008

6 최혁라, "사용자의 신기술반응이 신서비스 수용에 미치는 영향 : 모바일뱅킹 서비스를 중심으로" 한국산업경제학회 19 (19): 131-155, 2006

7 이웅규, "보안과 위험의 지각이 인터넷 뱅킹 재사용 의도에 미치는 영향" 한국경영정보학회 17 (17): 77-93, 2007

8 이원준, "무선 인터넷 서비스의 사용자 수용" 한국경영정보학회 14 (14): 61-86, 2004

9 구자철, "모바일뱅킹에서의 사용자 수용요인: 확장된 TAM과 Trust를 이용한 실증연구" 한국경영정보학회 16 (16): 159-181, 2006

10 유일, "모바일뱅킹서비스 수용요인에 관한 실증연구" 한국데이타베이스학회 13 (13): 67-86, 2006

11 김호영, "모바일 인터넷의 사용에 영향을 미치는 중요 요인에 대한 실증적 연구" 한국경영정보학회 12 (12): 89-113, 2002

12 진동욱, "모바일 인터넷 서비스 성과의 품질요인" 한국IT서비스학회 7 (7): 197-221, 2008

13 강재원, "다매체 환경에서 IPTV의 융합-수용 모델 : 기능적 유사성과 미디어 대체를 중심으로" 한국언론학회 50 (50): 5-32, 2006

14 이상호, "개인의 가치, 특성, 품질이 IPTV 양방향서비스 수용에 미치는 영향 연구: TAM의 확장모형" 한국경영학회 36 (36): 1751-1783, 2007

15 Straub,D., "Validation Guidelines for Is Positivist Research" (13) : 380-427, 2004

16 Taylor,S., "Understanding information technology usage：A test of competing models" 6 (6): 144-176, 1995

17 Ratnasingham,P., "Trading partner trust in electronic commerce participation" 2000

18 Luarn,P., "Toward an understanding of the behavioral intention to use mobile banking" 21 (21): 873-891, 2005

19 Lederer,A.L., "The Technology Acceptance Model and the World Wide Web" 29 (29): 269-282, 2000

20 Teas,K.R., "The Effects of Extrinsic Product Cues on Consumers’ Perceptions of Quality, Sacrifice, and Value" 28 : 278-290, 2000

21 Lai,V.S., "Technology Acceptance Model for Internet Banking：an Invariance Analysis" 42 (42): 373-386, 2005

22 황보현, "TV 뱅킹 서비스 이용의도 결정요인에 관한 연구" 아주대학교 2007

23 김국진, "T-commerce와 M-commerce의 현황과 정책방향 연구" 14 (14): 1-16, 2002

24 Gefen,D., "Structural Equation Modelling and Regression：Guidelines for Research Practice" 4 (4): 1-79, 2000

25 Bandura, A., "Self-efficacy：The exercise of control" W. H. Freeman 1997

26 Cheung,W., "Prediction of Internet and World Wide WebUsage at Work：A Test of an Extended Triandis Model" 30 (30): 83-100, 2000

27 Lu,J., "Personal innovativeness, social influences and adoption of wireless Internet services via mobile technology" 14 (14): 245-268, 2005

28 Thomson,R.L., "Personal computing：toward a conceptual model of utilization" 15 (15): 125-143, 1991

29 Davis,F.D., "Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology" 13 (13): 319-340, 1989

30 Claessens, J., "On the Security of Today’s Online Electronic Banking Systems" 21 (21): 257-269, 2002

31 Yoo,Y., "Media and Group Cohesion：Relative Influences on Social Presence, Task Participation, and Group Consensus" 25 (25): 371-390, 2001

32 Bergeron,F., "Investigating the Support Role of the Information Centrer" 14 (14): 247-259, 1990

33 Liao,Z., "Internet-based e-banking and consumer attitudes：an empirical study" 39 (39): 283-295, 2002

34 Tormaztky, L., "Innovation Characteristics and Innovation Adoption Implementation：A Meta-Analysis of Findings" 29 (29): 28-45, 1982

35 Kim,K., "Initial Trust, Perceived Risk, and The Adoption of Internet Banking" 2004

36 Cooper,R.B., "Information technology implementation Research：a Technological Diffusion Approach" 36 (36): 123-139, 1990

37 Karahanna, E., "Information technology adoption across time：a crosssectional comparison of pre-adoption and post-adoption beliefs" 23 (23): 183-213, 1999

38 심진보, "IPTV의 진화와 고객니즈의 확장에 대한 연구" 한국콘텐츠학회 9 (9): 215-224, 2009

39 윤승욱, "IPTV의 수용결정요인에 대한 연구" 한국지역언론학회 9 (9): 162-197, 2009

40 이정근, "IPTV 양방향성 콘텐츠의 미디어 수용의사와 만족도 상관관계 연구" 한국컴퓨터정보학회 13 (13): 99-108, 2008

41 김수현, "IPTV 서비스의 기능적 속성이 채택의도에 미치는 영향" 한국콘텐츠학회 9 (9): 261-269, 2009

42 Doz,Y.L., "Formation Processes of R&D Consortia： Which Path to Take? Where Does It Lead?" 21 (21): 239-266, 2000

43 Hartwick,J., "Explaining the role of user participation in information system use" 40 (40): 440-465, 1994

44 Fornell,C., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error" 18 (18): 39-50, 1981

45 Dodds,W.B., "Effects of price, brand, and store information on buyers’ product evaluations" 28 (28): 307-319, 1991

46 Rogers, "Diffusion of Innovations,4th ed" The Free Pass 1995

47 Chang,M.K., "Determinants of the intention to use Internet/WWW at work：a confirmatory study" 39 (39): 1-14, 2001

48 Venkatesh,V., "Determinants of Perceive Ease of Use：Integration Control, Intrinsic Motivation and Emotion into the Technology Acceptance Model" 11 (11): 342-365, 2000

49 Bandura,A., "Cultivating competence, self-efficacy, and intrinsic interest through proximal self-motivation" 41 (41): 586-598, 1981

50 Lim,N., "Consumers’ Perceived Risk： Sources versus Consequences" 2 : 216-228, 2003

51 Ndubisi,N.O., "Consumer attitudes, system’s characteristics and internet banking adoption in Malaysia" 29 (29): 16-27, 2006

52 Zeithaml,V.A., "Consumer Perceptions of Price, Quality, and Value：A Means-End Model and of Evidence" 52 : 2-22, 1988

53 Tero,P., "Consumer Acceptance of Online Banking： an extension of the technology acceptance model" 14 (14): 224-235, 2004

54 Venkatesh,V., "Computers and other interactive technologies for the home" 39 (39): 47-54, 1996

55 Compeau, D., "Computer Self-efficacy：Development of a Measure and Initial Test" 19 : 189-211, 1995

56 Garbarino,E.C., "Cognitive Effort, Affect, and Choic" 24 (24): 147-158, 1997

57 Schaijk,P.B., "Clinical acceptance of a low-cost portable system for postual assessment" 21 (21): 47-57, 2002

58 Bock,G.W., "Behavioral intention formation in knowledge sharing：Examing the roles of extrinsic motivators：Social-Psychological Forces, and Organizational Climate" 29 (29): 87-111, 2005

59 Agarwal,R., "Are individual differences germane to the acceptance of new information technologies" 30 (30): 361-391, 1999

60 Al-Somali,S.A., "An investigation into the acceptance of online banking in Saudi A rabia" 29 (29): 130-141, 2009

61 Sathye, M., "Adoption of Internet banking by Australian consumers：An empirical investigation" 17 (17): 1999

62 Venkatesh,V., "A model of the Antecedents of Perceived Ease of Use：Development and Test" 27 (27): 451-481, 1996

63 Agarwal,R., "A conceptual and operational definition of person innovativeness in the domain of information technology" 9 (9): 204-215, 1998

64 Venkatesh,V., "A Theoretical Extension of the Technology Acceptance Model：Four Longitudinal Field Studies" 46 (46): 186-204, 2000

65 Gefen,D., "A Practical Guide to Factorial Validity Using Pls-Graph： Tutorial and Annotated Example" 16 (16): 19-109, 2005

66 Chin,W.W., "A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects：Results from a Monte Carlo Simulation Study and Voice mail Emotion/Adoption Study" 14 (14): 21-41, 2003

67 한국은행, "2008년중 국내 인터넷 뱅킹 서비스 이용현황"