인터넷 전문은행 사용자의 혁신저항이 추천의도에 미치는 영향분석

In this study, when an Internet Primary Bank was established, innovation characteristics and consumer characteristics, based on the theory of innovation resistance proposed by Ram(1987), were identified as Internet Primary Bank service users. The study found that among the perceived innovation characteristics of consumers, the factors that lead to an innovation resistance to Internet Primary Banks were proven to be relative benefits, complexity and Compatibility. Second, the hypothesis that the resistance to innovation affects the recommended intent has been proven to have a wealth impact on the recommended intent. Finally, while most of the preceding research on Internet Primary Banks was about accepting innovation and the diffusion of innovation. This study also studied the intent of innovation and recommendation for the bank in 2017.