지역농협과의 금융거래에서 지각된 위험이 거래의도에 미치는 영향

Abstract

Recently there have been many studies of the perceived risk on IT-based banking such as Internet banking and mobile banking. However, there is little research on the effects of multi-dimensional perceived risk on transaction intention in retail banking. Under this situation, a study of the perceived risk on the transactions with the regional agricultural cooperatives can provide not only specialized implications for the regional agricultural cooperatives but also some implications for the bank industry. Therefore, this study aimed to examine the effect of perceived risk on the intention for financial transactions with the regional agricultural cooperatives. The sample of 369 customers for the nation-wide regional agricultural cooperatives was surveyed and analyzed by structural equation modeling. The result showed that the effect of psychological risk on the intention for financial transactions with the regional agricultural cooperatives was significant. This result is coincident with the results from prior research in other industries. That is, several studies showed that the perceived risk has no significant effects on customer satisfaction, purchase intention, etc. or part of the risk dimensions are significant. Based on the result, we discussed some implications and future research directions.