매체인식이 인터넷 뱅킹 태도에 미치는 영향 = Effects of Media Perception on the Attitudes toward Internet Banking

다국어 초록 (Multilingual Abstract)

The growth of the Internet has created an explosion of sites that seek to provide information and conduct business transactions. The service industry and especially internet banking stand to gain from that development. This study, anchored in the marketing, social psychology, media and information systems literature, investigates how users perceive internet media and how media perceptions have an effects on the attitude toward internet banking.Results show that there are structual relations among media perceptions, namely social presence, effectivenss, trust, and convenience of internet media. And it is revealed that media perceptions affect the attitude toward internet banking positively.

국문 초록 (Abstract)

인터넷의 성장으로 인해 정보제공 또는 상업적 거래를 제공하는 웹 사이트들이 폭발적으로 증가하였다. 그 중에서도 서비스 산업 특히 은행산업은 인터넷의 발달로 인해 다양한 혜택을 얻을 수 있다.
본 연구는 마케팅, 사회심리학, 매체학, 정보시스템 분야에 문헌적 배경을 두고 이용자들이 인터넷 매체를 어떻게 인식하고 있으며 이러한 매체 인식이 인터넷 뱅킹 태도에 어떤 영향을 미치는지를 살펴보았다.
연구결과, 매체인식 즉 인터넷 매체에 대한 사회적 실재감, 효과성, 신뢰, 편의성 간에는 구조적 관계가 존재하는 것으로 나타났고 이러한 매체 인식은 인터넷 뱅킹 태도에 긍정적인 영향을 미치는 것으로 나타났다.

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