Mobile Banking Service Design Attributes for the Sustainability of Internet-Only Banks: A Case Study of KakaoBank

Abstract

The rapid development of information technology and the diffusion of Internet-only banks have made mobile banking an essential service in Korea. Meanwhile, the spread of non-face-to-face services triggered by the COVID-19 pandemic is encouraging continuous innovation in the banking sector. This study explored the application design attributes of mobile banking in the context of the sustainability of Internet-only banks. Specifically, this study empirically analyzed user usage intention and attitude using the theory of planned behavior (TPB) and seven service design attributes derived from previous studies, namely: information quality, service quality, utilitarian value, hedonic value, ease of use, usefulness, and aesthetics. Information quality, utilitarian value, ease of use, and usefulness positively affected sustainable usage intention and attitude, while service quality, hedonic value, and aesthetics did not affect sustainable usage intention and attitude. Notably, this study derived the theoretical attributes of financial service design from the user's perspective, which has not yet received much attention in existing research, by applying the TPB. It also identified mobile banking service attributes that may support the sustainability of financial services, which lays a foundation for further research. Moreover, this study's findings offer insights into which user touchpoints designers should focus on when developing services.