Earticle

초록

영어

The purpose of our this research, based on the Media Selection Theory, the Technology Acceptance Model, and the Social Influence Theory, is to investigate the influential factors that affect media selection in banking transactions. Analyses showed that for location sensitive bank window's and ATMs (automatic teller machines), defined as offline-based transaction channels, convenience was the variable affecting media selection. However, in the case of online media not related to location, (phone banking, internet banking, and mobile banking) reliability was the significant variable influencing use. The findings show that banking organizations may benefit from identifying traits of media affecting use, and should differentiate customer services for competitive advantage.

목차

ABSTRACT
 1. 서론
 2. 이론적 배경
  2.1 합리적 매체 선택 이론
  2.2 기술 수용에 관한 연구
  2.3 온라인ㆍ오프라인 신뢰에 관한 연구
  2.4 사회적 영향 이론
 3. 연구 모형과 가설
  3.1 연구모형
  3.2 연구 가설 및 변수의 정의
  3.3 변수의 조작적 정의 및 측정도구 구성
 4. 연구 결과
  4.1 연구 조사 설계
  4.2 자료의 신뢰성 및 타당성
  4.3 수정된 연구모형
  4.4 가설검정
 5. 토론 및 결론
 참고문헌

저자

• 조남재 [ Nam-Jae Cho | 한양대학교 경영학과 교수 ]
• 박기호 [ Ki-Ho Park | 호서대학교 디지털비즈니스학부 조교수 ] 교신저자
• 임혜경 [ Hae-Kyung Lim | 한국자동차산업연구소 주임연구원 ]

참고문헌