A Study on Reuse Intention of Digital Bank in South Korea

Digital banking, which first appeared in South Korea, started in 2017. The advent of digital banks has brought about significant changes in the bank’s operations by influencing the development of customer interfaces and technology in the banking sector. In South Korea, digital banks have begun offering financial services combined with new financial technologies. The number of digital bank subscribers increased sharply initially due to the interest and expectations of customers, but this phenomenon did not continue and the growth of subscribers was stagnant. Thus, in this study, we looked at the variables that affect the intention of reusing the actual digital bank by applying an expanded technology acceptance model. To this end, the government conducted a study on the intention of reusing digital banks among 230 adult consumers distributed among those in their 20s and 60s in Korea who have experienced using digital banking services. The relationship between perceived usefulness, perceived convenience, consumer satisfaction and security identified in this study has been examined through SEM analysis to confirm that perceived usefulness and consumer satisfaction have a significant effect on the intention of reusing digital banking. The results of this study are expected to provide a positive foundation for the continued use and reuse of digital banking services.