earticle

영어

With the growth and expansion of the service sector, it becomes challenges to managers and academics who desire to investigate how service value is created and how the structure and dynamics of the value network influence the utilization of the service system. This study investigates a research model regarding the use of electronic financial services drawing upon the e-service acceptance model. The current study categorizes electronic financial services provided by banks into transaction-oriented services (TOS) and communication-oriented services (COS) to emphasize the co-value creation. The research model considers self-efficacy, ease of use, perceived usefulness, and perceived risk as the antecedents to the use of e-banking services. Our results show that the use behavior of e-banking services is affected by different sets of factors: the use of both COS and TOS is found to be affected by finance specific self-efficacy, finance specific ease of use, and perceived usefulness, whereas the use of TOS is affected by general Internet self efficacy. This study contributes to understand aspects of the actual use of service network. This study provides the practical guidelines that could promote user participation to the value creation activities in the financial service network.