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A study on the Intention to Use Internet-only banks that Integrate UTAUT2 and TRI: The Moderating Effects of Gender and Age
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UTAUT2와 TRI를 통합한 인터넷전문은행의 사용의도에 관한 연구: 성별과 연령의 조절효과

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Type
Academic journal
Author
Journal
The Korea Contents Society JOURNAL OF THE KOREA CONTENTS ASSOCIATION Vol.23 No.3 KCI Accredited Journals
Published
2023.3
Pages
107 - 123 (17page)
DOI
10.5392/JKCA.2023.23.03.107

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A study on the Intention to Use Internet-only banks that Integrate UTAUT2 and TRI: The Moderating Effects of Gender and Age
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The purpose of this study is to explore consumer acceptance behavior for internet-only banks by integrating UTAUT2 and TRI theories. Data were collected from 321 people through convenience sampling for general adults aged 20 years or older. As a result of the analysis, it was found that UTAUT2"s social influence, promotion conditions, price value, habit, and TRI"s optimism and innovativeness had a positive effect on the intention to use Internet-only banks, but TRI"s discomfort and anxiety had a negative effect. In addition, the effects of UTAUT2 and TRI-related factors on intention to use were found to differ according to gender. Based on these analysis results, differentiated marketing strategies according to gender, SNS promotion targeting those in their 20s to 40s, and establishment of various incentive policies for converting customers were proposed to increase the number of customers of internet-only banks. In addition, it was proposed to improve the non-face-to-face treatment process to reduce discomfort and anxiety.
#인터넷전문은행 #사용의도 #UTAUT2 #TRI #Internet-only Banks #Intention to Use

Contents

요약
Abstract
Ⅰ. 서론
Ⅱ. 이론적배경 및 가설설정
Ⅲ. 연구방법
Ⅳ. 분석결과
Ⅴ. 결론
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