An Empirical Study of Behavioral Intention of Using Internet Banking – An Application of the Technology Acceptance Model

• Main Authors: Ho-ChinYeh, 葉賀勤
• Other Authors: Ming-Tien Tsai
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/41640023943740633218

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 100 === Because of the Internet become matures, more and more services or products are service or sales through the Internet, Internet banking online services compared to the entity banking services are more quickly and convenience, and less restrict by time and location, so the Internet banking service has become the key point of the competition that between banks. This research is based on the technology acceptance model, and combined with the theory of reasoned action, this study adding factors such as sense of trust on the internet and security risk. It is to explore the influence of usefulness of the internet, ease of use of the internet, sense of trust on the internet, subjective norms, security risks and internet using of attitude of the direct or indirect impact on the intention to use toward Internet banking. This research collect data by online questionnaires, a total number of receive questionnaire is 309, there were 272 effective questionnaires, effective response rate of 88%. In this research, factor analysis and linear structural equation model are applied to examine the conceptual framework and the hypothesis. The findings of the research are stated below: 1.Usefulness of the internet and ease of use of the internet have significant positive effects on the intention to use toward Internet banking, they through the internet using of attitude indirectly effects on the intention to use, and ease of use of the internet will directly effects on the level of usefulness of the internet. 2.Sense of trust on the internet has significant positive effects on subjective norm, subjective norm also has significant positive effects on the intention to use toward Internet banking 3.Internet risk has significant negative effects on internet using of attitude.