Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
권호 표지

Investigation of Factors Influencing Consumer Initial Trust and Intention to Use Mobile Banking Services

모바일 뱅킹 서비스에 대한 사용자 초기신뢰와 사용의도에 영향을 미치는 요인들에 관한 실증적 연구

  • Published : 2005.11.01
Download PDF
⟨ Previous Next ⟩

Abstract

Mobile banking service has emerged as an important profit source for both banks and mobile phone service companies. However, the growth of the mobile banking service is behind the expectation of banks and mobile phone companies. One plausible explanation for this laggard diffusion of mobile banking may be the lack of consumers' initial trust on the service. Therefore, this study investigates the critical factors in building trust and intention to use mobile banking services. Our research results show that propensity-to-trust, structural assurance, and relative advantages of services have significant impacts on consumers' initial trust in mobile banking service Furthermore, initial trust in mobile banking service is a critical factor for adopting mobile banking services Contrary to our expectation, however, reputation of banks and mobile phone companies are not significant in attracting consumers to mobile banking services.

Keywords

References

  1. Stock daily, 2004. 4. 23. 모바일 뱅킹 시장을 잡아라
  2. 강재정, '디지털 경제시대 도래에 따른 E-Transformation과 E-Business/전자상거래 및 쇼핑몰 : 인터넷 쇼핑몰 이용만족에 영향을 미치는 요인', 한국경영정보학회 추계학술대회 논문집, 2000
  3. 김경훈, 여일구, '인터넷 뱅킹의 신뢰에 관한 연구-on-line과 Off-line의 관계를 중심으로', 마케팅 과학 연구 추계논문집, 2002
  4. 김경규, 이정우, 김혜선, '인터넷 뱅킹 채택 행위에 있어서 신뢰와 위험의 영향', 경영학연구, 2003. 12
  5. 배병렬, 구조방정식모델 이해와 활용, 도서출판 대경, 2002
  6. 윤성준, '웹쇼핑몰 사이트 신뢰도의 결정요인과 구매의향에 미치는 영향에 관한 시뮬레이션 접근방법', 경영학연구, 제29권, 제3호 (2000), pp.363-376
  7. 이문성, 최이규, '인터넷 쇼핑몰의 친숙도와 신뢰도가 온라인 상거래에 미치는 영향', Journal of Business Research, 18권, 제3호 (2003), pp.93-124
  8. 이호근, 이승창, 성대원, '품질위험 지각 정도에 따른 인터넷 중고차 사이트의 신뢰형성 요인과 구매의도에 미치는 영향에 관한 연구', 경영정보학연구, 제13권, 제2호(2003a)
  9. 이호근, 이승창, 강훈철, '인터넷 경매의 신뢰 형성요인과 경매참여의도에 관한 연구', 경영학연구, 제32권, 제1호(2003b), pp.149-180
  10. 정기억, 이동만, '초보이용자의 지각된 규모 및 명성이 인터넷 쇼핑몰의 신뢰성에 미치는 영향', 경영교육논총, 제23집(2001)
  11. Anderson, E. and B. Weitz, 'Determinants of Continuity in Conventional Industrial Channel Dyads,' Marketing Science, Vol.8, No.4(1989), pp.310-314 https://doi.org/10.1287/mksc.8.4.310
  12. Aladwani, A., 'Online Banking : A Field Study of Drivers, Development Challenges and Expectations,' International Journal of Information Management, Vol.21, No.3 (2001), pp.213-225 https://doi.org/10.1016/S0268-4012(01)00011-1
  13. Ba, S. and P.A. Pavlou, 'Evidence of the Effect of Trust Building Technology in Electronic Markets : Price Premiums and Buyer Behavior,' MIS Quarterly, Vol.26 No.3(2002), pp.243-269 https://doi.org/10.2307/4132332
  14. Bentler, P.M., EQS : Structural equations program manual, Los Angeles : BMDP Statistical Software, 1989
  15. Bhattacharya, R., T. Devinney, and M. Pillutla, 'A formal model of trust based outcomes,' Academy of Management Review, Vol.23, No.3(1998), pp.459-472 https://doi.org/10.2307/259289
  16. Bhattacherjee, A., 'Individual Trust in Online Firms : Scale Development and Initial Test,' Journal of Management Information Systems, Vol.19, No.1(2002), pp.211-242
  17. Bollen, K.A., Structural equations with latent variables, New York : Willey, 1989
  18. Bradach, J.L., and R. Eccles, 'Price, Authority, and Trust : From Ideal Types to Plural Forms,' Annual Review of Sociology, Vol.15(1989), pp.97-118 https://doi.org/10.1146/annurev.so.15.080189.000525
  19. Brown, H.G., P.M. Scott, and T.L. Rodgers, 'Interpersonal Traits, Complementarity, and Trust in Virtual Collaboration,' Journal of Management Information Systems, Vol.20, No.4(2004), pp.115-138
  20. Davis, F.D., 'Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,' MIS Quarterly, Vol.13, No.3(1989), pp.319-340 https://doi.org/10.2307/249008
  21. Gefen, D., 'E-Commerce : The Role of Familiarity and Trust,' Omega, Vol.28, No.6 (2000), pp.725-737 https://doi.org/10.1016/S0305-0483(00)00021-9
  22. Gefen, D., E. Karahanna, and D.W. Straub, 'Trust and TAM in Online Shopping : An Integrated Model,' MIS Quarterly, Vol. 27, No.1(2003), pp.51-91
  23. Gefen, D. and D.W. Straub, 'Consumer Trust in B2C e-Commerce and the Importance of Social Presence : Experiments in e-Products and e-Services,' Omega, Vol. 32(2004), pp.407-424 https://doi.org/10.1016/j.omega.2004.01.006
  24. Granovetter, M., 'The Strength of Weak Ties,' American Journal of Sociology, Vol. 78(1973), pp.1360-1380 https://doi.org/10.1086/225469
  25. Hofstede, G., 'Motivation, Leadership and Organization : Do American Theories Apply abroad?,' Organizational Dynamics, Vol.9, No.1(1980), pp.42-63 https://doi.org/10.1016/0090-2616(80)90013-3
  26. Jarvenpaa, S.L, and N. Tractinsky, 'Consumer Trust in an Internet Store : A Cross-cultural Validation,' Journal of Computer Mediated Communication, Vol.5, No.2 (1999)
  27. Jarvenpaa S.L., N. Tractinsky, and M. Vitale, 'Consumer Trust in an Internet Store,' Information Technology and Management, Vol.1(2000), pp.45-71 https://doi.org/10.1023/A:1019104520776
  28. Kim, K.K., and B. Prabhakar, 'Initial Trust and the Adoption of B2C e-Commerce : The Case of Internet Banking,' ACM SIGMIS Database. Vol.35, No.2(2004)
  29. Koufaris, M., and W. Hampton-Sosa, 'The Development of Initial Trust in An Online Company by New Customers,' Information and Management, Vol.41, No.3(2004), pp. 377-397 https://doi.org/10.1016/j.im.2003.08.004
  30. Lee, M. and E. Turban, 'A Trust Model for Consumer Internet Shopping,' International Journal of Electronic Commerce, Vol.6, No.1(2001), pp.75-91
  31. Liu, C, J.T. Marchewka, J. Lu, and C.H. Yu, 'Beyond Concern-a privacy-trust-behavioral Intention Model of Electronic Commerce,' Information and Management, Journal of Strategic Information Systems, Vol.11(2002), pp.297-323 https://doi.org/10.1016/S0963-8687(02)00020-3
  32. Mayer, R.C., J.H. Davis, and F.D. Shoorman, 'An Integrative Model of Organization Trust,' The Academy of Management Review, Vol.20, No.3(1995), pp.709-734 https://doi.org/10.2307/258792
  33. McKnight, D.H, L.L. Cummings and N.L. Chervany, 'Initial Trust Formation in New Organization Relationships,' Academy of Management Review, Vol.23, No.3(1998), pp.473-490 https://doi.org/10.2307/259290
  34. McKnight, D.H., V. Choudhury, and C. Kacmar, 'Developing and Validating Trust Measures for e-Commerce : An Integrative Typology,' Information Systems Research, Vol.13, No.3(2002a), pp.297-323
  35. McKnight, D.H, V. Choudhury, C. Kacmar, 'The Impact of Initial Consumer Trust on Intentions to Transact with a Web Site : A trust Building Model,' Journal of Strategic Information Systems, Vol.1(2002b), pp.473-490
  36. Menon, N.M., P. Konana, G.J. Browne, and S. Balasubramanian, 'Understanding Trustworthiness Beliefs in Electronic Brokerage Usage,' Proceeding of the Twentieth Information Conference on Information Systems, January 1999
  37. Min, H. and W.P. Galle, 'Electronic Commerce Usage in b2b Business Purchasing,' International Journal of Operation and Production Management, Vol.19, No.9(1999), pp.909-921 https://doi.org/10.1108/01443579910280232
  38. Mols, N.P., 'The Internet and the Banks' Strategy Distribution Channel Decisions,' International Journal of bank Marketing, Vol.17, No.6(1999), pp.295-300 https://doi.org/10.1108/02652329910300341
  39. Morgan, R.M. and S.D. Hunt, 'The Commitment-trust Theory of Relationship Marketing,' Journal of Marketing, Vol.58, 1994, pp.295-300
  40. Moore, G. and I. Benbasat 'Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation,' Information Systems Research, Vol.2, No.3(1991), pp.192-222 https://doi.org/10.1287/isre.2.3.192
  41. Nunnally, J., Psychometric Method, MC-Grow-Hill, New York, 1978
  42. Paul, P., 'Marketing on the Internet,' Journal of Consumer Marketing, Vol.13, No.4 (1996), pp.307-320
  43. Paul, D.L., McDaniel Jr., and R. Reuben, 'A Field Study of the Effect of Interpersonal Trust on Virtual Collaborative Relationship Performance,' MIS Quarterly, Vol.28, No.2 (2004), pp.183-228
  44. Pauleen, D.J., 'An Inductively Derived Model of Leader-Initiated Relationship Building with Virtual Team Members,' Journal of Management Information Systems, Vol. 20, No.3(2003), pp.227-257
  45. Pavlou, P.A., 'Consumer Acceptance of Electronic Commerce : Integrating Trust and Risk with the Technology Acceptance Model,' International Journal of Electronic commerce, Vol.7, No.3(2003), pp.101-134
  46. Pavlou, PA. and D. Gefen, 'Building Effective Online Marketplaces with Institution-Based Trust,' Information Systems Research, Vol.15, No.1(2004), pp.37-59 https://doi.org/10.1287/isre.1040.0015
  47. Pennington, R., H.D. Wilcox, and V. Grover, 'The Role of System Trust in Business-to-Consumer Transaction,' Journal of Management Information System, Vol.20, No.3 (2003-2004), pp.197-226
  48. Piccoli, G. and B. Ives, 'Trust and the Unintended Effects of Behavior Control in Virtual Teams,' MIS Quarterly, Vol.27, No.3(2003), pp.365-396
  49. Ratnasingham, P., 'The Importance of Trust in Electronic Commerce,' Internet Research : Electronic Networking Application and Policy, Vol.8, No.4(1998), pp.313-321 https://doi.org/10.1108/10662249810231050
  50. Rogers, E., Diffusion of Innovation(3rd ed.), The Free Press, New York, 1983
  51. Rotchanakitumnuai, R. and M. Speece, 'Barriers to Internet Vanking Adoption a Qualitative Study among Corporate Customers in Tailand,' International Journal of Bank Marketing, Vol.21, No.6(2003), pp. 312-324 https://doi.org/10.1108/02652320310498465
  52. Rotter, J., 'A New Scale for the Measurement of Interpersonal Trust,' Journal of Personality, Vol.35(1967), pp.651-665 https://doi.org/10.1111/j.1467-6494.1967.tb01454.x
  53. Schoenbachler, D. and G. Gordon, 'Trust and Customer Willingness to Provide Information in Database-driven Relationship Marketing,' Journal of marketing, Vol.16, No.3(2002)
  54. Schneider, F.B.(eds.), Trust in Cyberspace, National Academy Press, Washington, D.C., 1998
  55. Schneiderman, B., 'Designing trust into online experience,' Communication of the ACM, Vol.43, No.12(2000)
  56. Suh, B., and I. Han, 'The Impact of Customer Trust and Perception of Security Control on the Acceptance of Electronic Commerce,' International Journal of Electronic commerce, Vol.7, No.3(2003), pp.135-161
  57. Tan, Y., and W. Thoen, 'Toward a Generic Model of Trust for Electronic Commerce,' International Journal of Electronic commerce, Vol.5, No.2(2000-2001), pp.61-74
  58. Taylor, S. and P. Todd, 'Understanding Information Technology usage : A Test of Competing Models,' Information Systems Research, Vol.6, No.2(1995), pp.144-177 https://doi.org/10.1287/isre.6.2.144
  59. Tesch, D., J.J. Jiang and G. Klein, 'The Impact of Information System Personnel Skill Discrepancies on Stakeholder Satisfaction.' Decision Sciences. Vol.34. No.1 (2003), pp.107-127 https://doi.org/10.1111/1540-5915.02371
  60. Venkatesh V. and F.D. Davis, 'A Theoretical Extension of the Technology Acceptance Model : Four Longitudinal Field Studies,' Management Science, Vol.46, No. 2(2000), pp.186-204 https://doi.org/10.1287/mnsc.46.2.186.11926
  61. Walczuch, R. and H. Lundgren, 'Psychological Antecedents of Institution-based consumer Trust in e-retailing,' Information and Management, Vol.42, No.1(2004), pp. 159-177
  62. Whitener, E.M., S.E. Brodt, M.A. Korsgaard, and J.M. Werner, 'Managers as Initiators of Trust : An Exchange Relationship Framework for Understanding Managerial Trustworthy Behavior,' Academy of Management review, Vol.23, No.3(1998)
  63. Zucker, L., 'Production of Trust : Institution Source of Economic Structure, 1840-1920,' In B.M. Staw and L. Cummings(eds), Research in organization behavior, Vol.8, 1986