Predicting Internet banking adoption:an extension of TAM and TPB with perceived risk

• Main Authors: Ming-Chia Hsu, 許閔嘉
• Other Authors: Ming-Chi Lee
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/38715224415735215770

碩士 === 國立屏東商業技術學院 === 資訊管理系 === 95 === Although Internet banking has been widely adopted in developed countries, there is still a group of customers resisting the services. Perceived risk is a critical factor which prevents the customers from using Internet bank. With a better understanding of perceived risk’s role in customer’s behavioral intention, banks can formulate their marketing strategies to increase IB usage in the future. To achieve the goal, we decompose perceived risk into five sub-facets: functional risk, financial risk, time risk, social risk and security risk. Furthermore, a theoretical model, which integrates the technology acceptance model (TAM) and theory of planned behavior (TPB), is developed with these five related risks as external factors to explain customers’ adoption of Internet banking. The proposed model was empirically evaluated using survey data collected from 328 users about their perceptions of Internet Banking. We analyzed the data using Structured Equation Modeling (SEM) to evaluate the strength of the hypothesized relationships. The results reveal that an extension of Perceived Risk and TAM model with TPB would be in more comprehensive manner to understand behavioral intention to use Internet Banking.