| Summary: | 碩士 === 中原大學 === 國際貿易研究所 === 96 === The emerging online economy in recent years has facilitated the rapid growth of e-commerce and makes Internet become the most important sales channel. Facing severe competition of international financial institutions, offering better services to customers in such an environment is an important challenge facing financial companies. Therefore, numerous domestic banks have established Internet banking to provide various kinds of online financial service for consumers to earn more profits. This research extended the technology acceptance model (TAM) by introducing trust concept into a theoretical model. Based on TAM and trust theory, this study investigates the determinants of internet banking user acceptance, including value information service, personalization service, alliance service, task familiarity, and accessibility. The study shows that value information service and alliance service are significant positive toward perceived usefulness. Task familiarity and accessibility are significant positive toward perceived use of ease. Trust is significant positive toward perceived usefulness, adopting attitude and adopting intention. The study also provides evidence that TAM model is built through internet banking user. The structural equation model was used to examine the path relationships among five variables, perceived use of ease, perceived usefulness, trust, adopting attitude and adopting intention so as to see how they affect consumer attitude toward using Internet banking. This study concludes by discussing the practical implications of this work, along with some possible future research directions.
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