Earticle

초록

영어

This research analyzes the factors that affect the consumers’ participation of the internet-only banks, and suggests effective financial sales strategies and methods to attract more users. Through prior research review and interviews with experts, the factors affecting the consumers to sign up for the internet banks are identified. The actual user data from the internet banks are used for the analysis, providing more systematic and credible results. The research shows that social media buzz positively affects the user growth, proving Granger Causality relation of increasing social media buzz on K Bank increases K Bank users. The research also shows that marketing activities noticeably impacts K Bank’s positive user growth. On the other hand, the event of Kakao Bank’s grand opening shows negative effect. The results from the research validates the need for periodical monitoring process of social media buzz. Moreover, the research proves that the integrated analysis of social media buzz and marketing effect is also essential.

목차

Abstract
1. 서론
1.1 연구의 목적 및 내용
1.2 연구의 차별성
1.3 논문의 구성
2. 이론적 배경
2.1 소비자 관점의 연구
2.2 공급자 관점의 연구
2.3 외부 상황적 요인 관점의 연구
2.4 선행연구 분석의 시사점
3. 연구 설계
3.1 연구 모형 및 연구 가설
3.2 분석 방법 및 절차
4. 분석 결과
4.1 분석에 사용된 데이터 및 기초 통계량
4.2 분석 결과
5. 결론
5.1 연구의 주요한 결과 및 시사점
5.2 연구의 한계 및 향후 연구 방향
References

키워드

저자

• 옥성환 [ S.H. Ok | Doctoral Student, Department of MIS, Dongguk University-Seoul Campus ] First Author
• 황경태 [ K.T. Hwang | Professor, Dept. of MIS, Dongguk University-Seoul Campus ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  JITAM [Journal of Information Technology Applications and Management]

• 간기

  격월간

• pISSN

  1598-6284

• eISSN

  2508-1209

• 수록기간

  1999~2026

• 십진분류

  KDC 005 DDC 005