A comparative study on intention of using kakao bank (internet primary bank) in South Korea: Focused on technology acceptance model(TAM)

Abstract

Background/Objectives: 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. KakaoBank needs to raise people’s interests of KakaoBank by providing information on the convenience of KakaoBank’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 KakaoBank. PU has a significant direct effect on KakaoBank’s ITU, while PEOU does not. Therefore, it is important to emphasize the benefits earned by using KakaoBank, 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.