The Relationship between Service Quality and Behavioral Intention of Internet Primary Bank

Recently, the emergence of Internet primary banks in the banking sector has led to new competition. Internet primary banks need strategies for survival and growth in competition with existing banks. We examine how service quality impacts behavioral intention of Internet primary bank and whether there is a difference between two representative banks in this influence relationship. It will be confirmed that the variables of service quality and behavioral intention which are frequently used in Internet shopping mall research can be applied to Internet primary bank. Structural equation was used for measurement model, research model, and hypothesis testing. The results of the empirical analysis are as follows: first, information quality, transaction quality, design quality, and safety quality have positive effects on behavioral intention. Second, the moderating effect of Internet primary bank type is not significant. Thus, in order to bring out the positive behavioral intentions of Internet primary banks, it is necessary to enhance service quality of users perspective. In conclusion, the implications and limitations of the study are suggested.