서비스 제공 기업에 대한 신뢰가 금융 마이데이터 서비스에 전이되는 현상에 관한 연구

• 영문명: A Research on the Transference of Trust from Service Provider to MyData Banking Service
• 발행기관: 한국IT서비스학회
• 저자명: 금아로(Ah Ro Kum) 이정훈(Jung Hoon Lee) 여윤아(Yun A Yeo)
• 간행물 정보: 『한국IT서비스학회지』제23권 제1호, 97~121쪽, 전체 25쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.02.28

영문 초록

As data usage grows in importance, ensuring individual control over personal information becomes critical. The emergence of the 'MyData' concept addresses this, particularly in financial services. Although the institutional and technological framework for financial MyData services is in place, there's a need to establish consumer understanding and perception of its usefulness and safety for successful activation. This study focuses on investigating the impact of trust on the intention to use the new mobile banking service, financial MyData. This study has three objectives. Firstly, to analyze whether trust in financial MyData services and trust in financial MyData service providers affect the intention to use financial MyData services. Secondly, to analyze the process of forming trust in financial MyData services based on the phenomenon of transferring trust in service providers to trust in services. Thirdly, to identify the process by which trust transfer occurs between service providers and financial MyData services. Ultimately, the goal of this study is to promote the intention to use financial MyData services based on the concept of trust and to activate these services. In summary, this study emphasizes the significance of trust in financial MyData services, exploring its impact on user intention and the transfer of trust from providers to services. By promoting consumer trust, the research aims to contribute to the activation of financial MyData services.

목차

1. 서론

2. 이론적 배경

3. 연구 모형 및 가설

4. 연구방법

5. 데이터 분석 및 결과

6. 결론

참고문헌

키워드

MyData Banking Service Trust Transfer Cognitive Trust Affective Trust Perceived Privacy Protection Effort Perceived Site Quality Propensity to Trust Behavioral Intention