초록

이 연구는 인터넷전문은행에 대한 신뢰 주체자인 금융소비자를 남녀 그룹으로 분류하여 소비자 성별에 따라 신뢰 결정요인에 차이가 나는지를 자세히 살펴보는 데 목적이 있다. 특히, 남녀 금융소비자 간 신뢰 결정요인의 차이가 어느 정도인지 그리고 어떤 경로에서 차이가 벌어지는지를 분석하고자 하였다. 실증 분석은 남녀 그룹 간 잠재평균 비교와 다집단 경로 분석을 통해 잠재변수 간 경로계수 차이의 유의미성을 찾아보는 방법으로 실시하였다. 그 결과, 인터넷전문은행의 신뢰 결정요인 중 금융비용의 합리성과 금융보안 요인에서 남녀 간 차이가 발생함을 보였다. 아울러 남녀 소비자 모두 신뢰 형성이 추후 관계몰입으로 강하게 연결됨도 확인되었다. 그리고 이러한 연구 결과는 앞으로 인터넷전문은행의 소비자 신뢰 구축이 무엇보다 긴요함을 시사한다.

The purpose to this study is to analyze the difference of trust toward Internet-only bank into two groups according to the gender. We specially examined whether there is any gap in the determinant of trust. For this, we attempted to analyze the significance of the difference in the path coefficients between the gender through latent mean and path analysis. As a results, the difference of the determinant of trust between the male and the female group occurred in the factor of benefit and security. Moreover, it reconfirmed that trust are later strongly extended to relationship commitment. These findings suggest that it's very important to establish a trust with customers.

주제어

경로분석  관련메뉴. 금융소비자  관련메뉴. 신뢰  관련메뉴. 인터넷전문은행  관련메뉴. 잠재평균  관련메뉴.

참고문헌 (18)

1. S. W. Nam. (2010). A Comparative Study on the Trust Level of the Life Insurance Industries in Korea, Japan and China. Korea Insurance Journal, 86, 83-111. 
2. S. J. An, T. H. Kim. & J. S. Chang. (2017). The Effects of Franchisor's Promotion Strategies on Food Service Franchisee Trust and Business Performance. Journal of Convergence for Information Technology, 7(6), 259-265. DOI : 10.20878/cshr.2012.18.5.002 
3. J. J. Park. (2018). A Study on Organizational Citizenship Behaviors and Service Quality as External Effectiveness of Contact Employees for Deluxe Hotel in Seoul. Journal of Convergence for Information Technology, 8(1), 215-225. 
4. A. Parasuraman, V. A. Zeithaml & L. L. Berry. (1985). A Conceptual Model of Service Quality and its Implications for Future Research. Journal of Marketing, 49(4), 41-50. DOI : 10.2307/1251430 
5. S. W Nam. (2018). A Study on the Determinants of Consumer Trust toward Internet-Only Banks. Journal of Convergence for Information Technology, 8(2), 157-162. 
6. D. G. Pruitt. (1981). Negotiation Behavior. New York : Academy Press. 
7. P. H. Schurr. & J. L. Ozanne (1985). Influences on Exchange Processes: Buyers' Preconceptions of a Seller's Trustworthiness and Bargaining Toughness. Journal of Consumer Research, 11(4), 939-953. DOI : 10.1086/209028 
8. C Moorman, G. Zaltman & R. Deshpande. (1992). Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between Organizations. Journal of Marketing Research, 29(3), 314-328. DOI : 10.2307/3172742 
9. R. M. Morgan & S. D. Hunt. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(3), 20-38. DOI : 10.2307/1252308 
10. E. G. Jeung. (2017). An Empirical Study on the Intention to Use and Use Behavior of Internet-Only Bank. Unpublished Doctoral dissertation. Seoul Venture University, Seoul. 
11. J. Arenas-Gaitan, B. Peral-Peral. & M. A Ramon-Jeronimo. (2015). Elderly and Internet Banking: An Application of UTAUT2. Journal of Internet Banking and Commerce, 20(1), 1-23. 
12. C. S. Yu. (2012). Factors Affecting Individuals to Adopt Mobile Banking: Empirical Evidence from the UTAUT Model. Journal of Electronic Commerce Research 13(2), 104-121. 
13. D. L. Hoffman, T. P. Novak. & M. A. Peralta. (1999). Building Consumer Trust Online. Communications of the ACM, 42(4), 80-85. DOI : 10.1145/299157.299175 
14. F. D. Davis. (1989). Perceived Usefulness, Perceived Ease of Use, and Use Acceptance of Information Technology. MIS Quarterly, 13(3), 319-339. DOI : 10.2307/249008 
15. R. L. Thompson, C. A. Higgins. & J. M. Howell. (1991). Personal Computing: Toward a Conceptual Model of Utilization. MIS Quarterly, 15(1), 125-143. 
16. G. C. Moore. & I. Benbasat. (1991). Development of Instrument to Measure the Perceptions of Adopting an Information Technology Innovation. Information System Research, 12(3), 192-222. DOI : 10.1287/isre.2.3.192 
17. V. Venkatesh, M. G. Morris, G. B. Davis. & F. D. Davis. (2003). User Acceptance of Information Technology: Toward a Unified View. MIS Quarterly 27(3), 425-478. DOI : 10.2307/30036540 
18. V. Venkatesh, J. Y. L. Thong. & X. Xu. (2012). Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology. MIS Quarterly 36(1), 157-178.