온·오프라인 은행거래를 위한 매체선택 영향요인Analysis Influential Factors for Media Selection in Banking Transaction Context
- Other Titles
- Analysis Influential Factors for Media Selection in Banking Transaction Context
- Authors
- 조남재; 임혜경; 박기호
- Issue Date
- Sep-2008
- Publisher
- 한국디지털정책학회
- Keywords
- internet banking; mobile banking; phone banking; social influence theory; media selection theory; technology acceptance model
- Citation
- 디지털융복합연구, v.6, no.3, pp.75 - 84
- Indexed
- KCI
OTHER
- Journal Title
- 디지털융복합연구
- Volume
- 6
- Number
- 3
- Start Page
- 75
- End Page
- 84
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/177896
- ISSN
- 2713-6434
- Abstract
- The purpose of our 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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