A Study Factors Affecting Continuance Intention of Internet Only Bank:Using Task-Technology Fit Theory

Hyein Yoo, Jaeyoung An, Choong C. Lee


Today the paradigm of the financial services industry is shifting to mobile banking, and each financial company provides a variety of mobile banking services. Because of the innovation of mobile banking service, the Internet Only Bank has been launched recently. However, the actual number of users is far less than the number of subscribers. The purpose of this study is to investigate the factors affecting the intention to use of Internet only banking service by applying Task-Technology Fit (TTF) theory. In order to carry out this research, we conducted a survey on the user of the Internet only banking services, tested the measurement validity/reliability analysis and derived structural equation model. The results indicate that there are significant correlations between technology characteristics and task- technology fit and between task-technology fit and continuance intention. The results of this study are expected to provide implications for securing and maintaining the users of Internet banking providers.

Full Text:



An, S. R., Implications of Korean Internet Only Bank Appearance, Korea Housing Finance Corporation, 2015.

Bahl, S., “E-Banking: Challenges & Policy Implications,” International Journal of Computing & Business Research, pp. 229- 6166, 2012.

Bhattacherjee, A., “Understanding information systems continuance: an expectation-confirmation model,” MIS quarterly, Vol. 25, No. 3, pp. 351-370, 2001.

Castañeda, J. A., Muñoz-Leiva, F., and Luque, T., “Web Acceptance Model (WAM): Moderating effects of user experience,” Information & management, Vol. 44, No. 4, pp. 384-396, 2007.

Chae, M. S., Introduction of Internet only banks in the Internet, how the banking industry will change, NICE Investors Service Co., 2016.

Chang et al., “Examining the role of perceived value in virtual communities continuance: its antecedents and the influence of experience,” Behaviour & Information Technology, Vol. 33, No. 5, pp. 502-521, 2014.

Chen, S. C., “To use or not to use: Understanding the factors affecting continuance intention of mobile banking,” International Journal of Mobile Communications, Vol. 10, No. 5, pp. 490-507, 2012.

Chin, W. W., “The partial least squares approach to structural equation modeling,” Modern methods for business research, Vol. 295, No. 2, pp. 295-336, 1998.

Choi, S. M. and Lee, S. Y., Status and Implications of Overseas Internet Banking, Hana Institute of Finance, 2014.

Davis, F. D., “Perceived usefulness, perceived ease of use, and user acceptance of information technology,” MIS quarterly, Vol. 13, No. 3, pp. 319-340, 1989.

DeYoung, R., Learning-by-doing, scale efficiencies, and financial performance at Internet-only banks, 2002.

Farhoomand, A. F. and Mak, V., “Japan Net Bank: Japan’s First Internet-Only Bank-A Teaching Case,” Proceeding- 15th Bled Electronic Commerce Conference, pp. 672-692, 2002.

Fornell, C. and Larcker, D. F., “Evaluating structural equation models with unobservable variables and measurement error,” Journal of marketing research, Vol. 18, No. 1, pp. 39-50, 1981.

Furst, K., Lang, W. W., and Nolle, D. E., Internet banking: developments and prospects, 2000.

Gebauer, J. and Ginsburg, M., “Exploring the black box of task-technology fit,” Communications of the ACM, Vol. 52, No. 1, pp. 130-135, 2009.

Gefen, D., Straub, D. W., and Rigdon, E. E., “An update and extension to SEM guidelines for administrative and social science research,” Management Information Systems Quarterly, Vol. 35, No. 2, pp. iii-xiv, 2011.

Giannakos, M. N. and Vlamos, P., “Educational webcasts’ acceptance: Empirical examination and the role of experience,” British Journal of Educational Technology, Vol. 44, No. 1, pp. 125-143, 2013.

Goodhue, D. L. and Thompson, R. L., “Task-technology fit and individual performance,” MIS quarterly, Vol. 19, No. 2, pp. 213-236, 1995.

Gupta et al., “Consumer adoption of m- banking: a behavioral reasoning theory perspective,” International Journal of Bank Marketing, Vol. 35, No. 4, pp. 733-747, 2017.

Inc, K. F. G., KB Knowledge Vitamin: Overseas Internet banking trend and domestic issue check, 2014.

Jeong, J. H. and Choi, S. K., “Consideration of Regulation and Policy Regarding Seperation of Banking and Commerce Aiming at Vitalizing Internet Primary Bank,” SoongSil Law Review, Vol. 37, No. pp. 215-245, 2017.

Jun, J. Y. and Yeo, E. J., “Articles: Analysis on the Effects of Introduction of Korean Internet Bank from an Industrial Organizational Perspective,” Journal of Money & Finance, Vol. 29, No. 4, pp. 199-234, 2015.

Jung, H. J. and Lee, J. H., “A Study on the Impact of Korean Internet Primary Bank,” Financial Planning Review, Vol. 9, No. 3, pp. 1-22, 2016.

Junglas, I., Abraham, C., and Watson, R. T., “Task-technology fit for mobile locatable information systems,” Decision Support Systems, Vol. 45, No. 4, pp. 1046-1057, 2008.

Kakao, 2017 Kakao’s First Quarter Report, 2017.

Kim, G. S., “Study on the internet-only bank,” Chungang Law Reveiw, Vol. 18, No. 3, pp. 37-61, 2016.

Kim, I., “Internet Only Bank poison than medicine,” Eugene Investment & Securities Co., LTD., 2017.

Kim, S. H., Park, H. J., and Lee, B. H., “The Relationships among Social Influence, Use-Diffusion, Continued Usage and Brand Switching Intention of Mobile Services,” Asia Marketing Journal, Vol. 12, No. 3, pp. 1-24, 2010.

Kim, S. R., “A Review of Legal and Institutional issues related to the Establishment of an Internet professional bank,” Korean Law Association, Vol. 17, No. 3, pp. 1-36, 2017.

Lee et al., “Culture-technology fit: Effects of cultural characteristics on the post- adoption beliefs of mobile Internet users,” International Journal of Electronic Commerce, Vol. 11, No. 4, pp. 11-51, 2007.

Lee, C.-C., Cheng, H. K., and Cheng, H.-H., “An empirical study of mobile commerce in insurance industry: Task-technology fit and individual differences,” Decision Support Systems, Vol. 43, No. 1, pp. 95-110, 2007.

Lee, H. J. and Chae, M. S., Internet Banking, with typhoon or breeze, NICE Investors Service Co., 2017.

Lee, S. W. and Park, U. R., “KakoBank and K-Bank subscribers have surpassed the actual usage rate yet,” 2017.

Lin, T.-C. and Huang, C.-C., “Understanding knowledge management system usage antecedents: An integration of social cognitive theory and task technology fit,” Information & Management, Vol. 45, No. 6, pp. 410-417, 2008.

Moon, H. C., The Implications and Future of Online Only Bank Fever, DIGIECO, 2017.

Ng, E. H. and Kwahk, K.-Y., “Examining the determinants of Mobile Internet service continuance: a customer relationship development perspective,” International Journal of Mobile Communications, Vol. 8, No. 2, pp. 210-229, 2010.

Nunnally, J., Psychometric methods, 1978.

Oh, J. S. and Kang, T. G., “A study on the antecedent and consequent variables of user satisfaction in internet banking,” Journal of the Korea Service Management Society, Vol. 10, No. 3, pp. 291-320, 2009.

Oliveira et al., “Extending the understanding of mobile banking adoption: When UTAUT meets TTF and ITM,” International Journal of Information Management, Vol. 34, No. 5, pp. 689-703, 2014.

Oliver, R. L., “A cognitive model of the antecedents and consequences of satisfaction decisions,” Journal of marketing research, Vol. 17, No. 4, pp. 460-469, 1980.

Park, H. G., “What is the way to go for Internet Only Bank?,” Marketing, Vol. 49, No. 9, pp. 51-58, 2015.

Ram, S. and Jung, H.-S., “The conceptualization and measurement of product usage,” Journal of the Academy of Marketing Science, Vol. 18, No. 1, pp. 67-76, 1990.

Sayar, C. and Wolfe, S., “Internet banking market performance: Turkey versus the UK,” International Journal of Bank Marketing, Vol. 25, No. 3, pp. 122-141, 2007.

Seo, B. H., “Financial Focus: Expected Effects and Implications of Introducing Internet Banking,” Korean Institute of Finance, Vol. 24, No. 33, pp. 10-11, 2015.

Seong, J. H. and Jeon, B. S., Internet, Financial Analyst Throws Eye Internet Only Bank, eBEST, 2015.

Shin et al., “Examining influencing factors of post-adoption usage of mobile internet: Focus on the user perception of supplier-side attributes,” Information Systems Frontiers, Vol. 12, No. 5, pp. 595-606, 2010.

Song, K. S., The Study of Business Model on Fintech Internet Only Bank, 2016.

Tam et al., “Literature review of mobile banking and individual performance,” International Journal of Bank Marketing, Vol. 35, No. 7, pp. 1042-1065, 2017.

Thorbjørnsen et al., “Building brand relationships online: A comparison of two interactive applications,” Journal of interactive marketing, Vol. 16, No. 3, pp. 17-34, 2002.

Till, B. D. and Busler, M., “The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs,” Journal of advertising, Vol. 29, No. 3, pp. 1-13, 2000.

Toit, G. D. and Burns, M., Customer Loyalty in Retail Banking: Global Edition 2016, Bain & Company, 2016.

Woo, H. J., Shim, J. H., and Lee, J. H., “A Study on Project Performance in Cloud Computing: Focus on User Experience of GoogleDocs,” The Journal of Society for e-Business Studies, Vol. 16, No. 1, pp. 71-100, 2011.

Wu, B. and Chen, X., “Continuance intention to use MOOCs: Integrating the technology acceptance model(TAM) and task technology fit(TTF) model,” Computers in Human Behavior, Vol. 67, pp. 221-232, 2017.

Wu, S.-I. and Lo, C.-L., “The influence of core-brand attitude and consumer perception on purchase intention towards extended product,” Asia Pacific Journal of Marketing and Logistics, Vol. 21, No. 1, pp. 174-194, 2009.

Zhang et al., “Users’ continuance intention of virtual learning community services: the moderating role of usage experience,” Interactive Learning Environments, Vol. 25, No. 6, pp. 685-703, 2017.

Zhao, X., Lynch Jr, J. G., and Chen, Q., “Reconsidering Baron and Kenny: Myths and truths about mediation analysis,” Journal of consumer research, Vol. 37, No. 2, pp. 197-206, 2010.

Zhou, T., “An empirical examination of continuance intention of mobile payment services,” Decision Support Systems, Vol. 54, No. 2, pp. 1085-1091, 2013.

Zhou, T., “Understanding mobile Internet continuance usage from the perspectives of UTAUT and flow,” Information Development, Vol. 27, No. 3, pp. 207-218, 2011.

Zhou, T., Lu, Y., and Wang, B., “Integrating TTF and UTAUT to explain mobile banking user adoption,” Computers in human behavior, Vol. 26, No. 4, pp. 760-767, 2010.


  • There are currently no refbacks.