원문정보
초록
영어
Internet-only banks (IOB) refer to financial institutions which provide services entirely through online digital platforms without physical branches. Although IOBs have been around for over 26 years, there is still room for investigating what factors motivate customers to use them continuously and extensively. Therefore, this study aims to examine what factors lead to customers’ intention of continued use and cross-buying on IOBs by extending the Post-Acceptance Model of IS Continuance (PAMISC). The result shows that perceived economic benefit and ongoing trust have significant relationships with the intention of continued use and that ongoing trust has significant direct and mediating (via intention of continued use) relationships with the intention of cross-buying. Also, personal innovativeness positively moderates the relationship between ongoing trust and the intention of cross-buying. This study sheds light on the literature on branchless financial services and PAMISC. IOB practitioners should revisit the effectiveness of customers’ economic benefits to establish ongoing trust with customers.
목차
Ⅰ. Introduction
Ⅱ. Literature Review and Theoretical Background
2.1. Similarities and Differences between IOBs and Online Banking Services by Traditional Banks
2.2. Studies on the Initial Adoption of IOB
2.3. Studies on the Continuance Intention to Use Online Banking Services
2.4. Beyond the Continued Use: Cross-Buying of Financial Services
Ⅲ. Hypothesis Development
Ⅳ. Research Methodology
4.1. Samples and Data Collection
4.2. Measurement
4.3. Data Analysis
Ⅴ. Discussion
5.1. Findings
5.2. Theoretical Contributions
5.3. Practical Contributions:
5.4. Limitations and Future Research
Ⅵ. Conclusion
Acknowledgement