A Comparative study on Intention of Using Kakao Bank (Internet Primary Bank) in South Korea: Focused on Technology Acceptance Model(TAM)
Myung-Il Choi
Myung-il Choi, Department of Advertising and Public Relations, Namseoul University, Cheon An, South Korea, East Asian.
Manuscript received on 10 June 2019 | Revised Manuscript received on 17 June 2019 | Manuscript Published on 22 June 2019 | PP: 973-977 | Volume-8 Issue-8S2 June 2019 | Retrieval Number: H11650688S219/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: This study utilized TAM to explain the adoption process of KakaoBank(internetprimary bank). Innovativeness and perceived trust(PT) were established as antecedent constructs for perceived usefulness(PU) and perceived ease of use(PEOU). Methods/Statistical analysis: Online survey was conducted for 4 weeks from March 19, 2018 through April 13, targeted at 245 undergraduates who had used KakaoBank within the last month. Participants voluntarily participated in the study for extra credits. For statistical analysis, SEM was conducted using LISREL 8.53 program. Findings: First, innovativeness and PT are important antecedent constructs that can explain the adoption process of KakaoBank. Service providers need to make efforts to give information on trustworthiness of their services such as management of customer information, targeted at people of high innovativeness. Second, PEOU is an important mediator that can explain ITU of KakaoBank. PEOU has no directly effect on ITU of KakaoBank, but has an indirect effect on ITU through PU. Kakao Bank needs to raise people’s interests of Kakao Bank by providing information on the convenience of Kakao Bank’s services such as account transfer, which would ultimately lead to connecting with information on PU.PU is an important construct that can increase the use of Kakao Bank. PU has a significant direct effect on Kakao Bank’s ITU, while PEOU does not. Therefore, it is important to emphasize the benefits earned by using Kakao Bank, such as the amount of time and money saved. Improvements/Applications: This research was only targeted at undergraduates. A follow-up research needs to expand its subjects to people in their 30s and 40s to generalize the results.
Keywords: Internet Primary Bank, Kakao Bank, Innovativeness, Trust, TAM.
Scope of the Article: Predictive Analysis