Major Criteria for Channel Selection in Banking Transaction
- Authors
- 조남재; 박기호
- Issue Date
- Mar-2009
- Publisher
- 한국데이터전략학회
- Keywords
- Media selection; Banking transaction; TAM; Social influence model; ATM
- Citation
- Journal of Information Technology Applications & Management, v.16, no.1, pp.169 - 183
- Indexed
- KCI
- Journal Title
- Journal of Information Technology Applications & Management
- Volume
- 16
- Number
- 1
- Start Page
- 169
- End Page
- 183
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/177083
- ISSN
- 1598-6284
- Abstract
- The purpose of this research, based on the Media Selection Theory, the Technology Acceptance Model, and the Social Influence Theory, is to investigate the influential factors that affect media selection in banking transactions. Analyses showed that for location sensitive bank windows and ATMs (automatic teller machines), defined as offline-based transaction channels, convenience was the variable affecting media selection. However, in the case of online media not related to location, (phone banking, internet banking, and mobile banking) reliability was the significant variable influencing use. The findings show that banking organizations may benefit from identifying traits of media affecting use, and should differentiate customer services for competitive advantage.
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