원문정보
초록
영어
The purpose of 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 windows 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
1. Introduction
2. Theoretical Background
3. Research Model and Hypotheses
3.1 Research Model
3.2 Hypotheses and Measures
3.3 Operational Definition of Variables
4. Research Results
4.1 Data Collection
4.2 Analysis
4.3 Modified Research Model
4.4 Analysis and Findings
5. Implications and Conclusions
References