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인터넷과 정보기술이 발전됨에 따라서 증권사들은 온라인 증권거래시스템인 홈트레이딩시스템(Home Trading System: HTS)을 경쟁적으로 도입하기 시작하였다. 이 연구의 목적은 HTS를 연구대상으로 하여, HTS의 지각된 상호작용성(Perceived Interactivity: PI)이 고객만족도와 충성도에 미치는 영향을 규명하는 것이다. 이 연구의 결과는, 첫째, HTS의 능동적 통제와 반응성은 PEU(Perceived Ease of Use: 지각된 사용용이성)와 PU(Perceived Usefulness: 지각된 유용성)에 각각 정(+)의 유의적인 영향을 나타냈다. 둘째, HTS의 능동적 통제는 PEU를 매개로 하여 PU에 정의 유의적 관계를 나타냈다. 셋째, HTS의 PEU와 PU는 고객만족도에 그리고 고객만족도는 고객충성도에 정의 유의적인 영향을 미쳤다. 이 연구의 결과는 증권사들이 어떻게 HTS의 상호작용성을 높여서 고객만족도와 충성도를 향상시킬 것인가에 대한 시사점을 제공해 줄 수 있다.


The purpose of this study is to identify the factors affecting customer acceptance of HTS(Home Trading System). To more precisely explain an individual's behavior of accepting HTS. Perceived interactivity is divided into two components such as User Control and Responsiveness. The study investigates the causal relationship among two components(User Control and Responsiveness) and basic factors of a revised TAM(Perceived Ease of Use, Perceived Usefulness, Customer Satisfaction and Loyalty). A survey questionnaire was distributed to 800 customers across the nation who were using the HTS (Home Trading System), and 330 responses were collected. Twenty of these responses had to be deleted because the respondent had not filled out the questionnaire correctly. A descriptive statistical analysis was applied to the remaining 310 responses and the SEM (Structural Equation Model) was used for hypothesis-testing. The results of the study were as follows; First, it was found that the active control and responsiveness level of HTS had a positive significant effect on PEU and PU. Second, PEU and PU had a positive effect on customer satisfaction. Lastly, customer satisfaction had a positive effect on customer loyalty.