Reuse intention of internet primary bank with it convergence: An extended technology acceptance model study

Abstract

Due to the rapid spread of IT and services, most banking services are turning to boost a finance industry. Fintech, a combination of finance and technology, has created a new financial transaction model that is differentiated from existing financial transaction methods by combining innovative ideas and advanced technologies. The development of this innovative technology industry has especially influenced mobile technology, and furthermore, it has promoted the growth of the financial industry. In Korea, the internet primary bank was combined with new financial services with fintech IT convergence in 2017. The internet primary bank combined with these advanced technologies have made a big difference in Korea's financial market. It was also surprising to see the number of consumers in Korea. But, really important is to maintain a consistent customer reuse intention. This study investigated factors affecting the intention to continuously use it for consumers using Kakao Bank, which shows a higher status of subscription retention than K-Bank. This study aims to analyze the factors affecting the actual reuse intention through the experience of using internet primary bank. For this study, the main variables of the expanded technology acceptance model were modified and applied to establish a research model for variables affecting the intention to reuse. This research can help for marketing by checking the impact variables on the internet primary bank reuse intention. And we would like to draw implications for successful stabilization of internet primary banking in South Korea. © 2020, Success Culture Press. All rights reserved.