Individual Technological Innovativeness and Belief in Dangerous Virtual World Affect Continuance Intention to Use Mobile Banking

• Main Author: 黃慧君
• Other Authors: 洪翊軒
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/z5eq9w

碩士 === 國立臺灣師範大學 === 工業教育學系 === 105 === With the continuous innovation of financial technology, the popularity of mobile devices and the number of Internet users has been continuing to push up, the traditional financial industry is facing pressure to transform. Banks and customers’ trading behavior in these trends of financial innovation and mobile technology changed, that also affected the financial business model. In the competitive baking, it is necessary to understand the user's perception and intention to approach target market. Therefore, this study extended the technology acceptance model proposed by Davis (1989) as research framework, including two external variables of technological innovativeness and belief in dangerous virtual world to explore the customers’ continuance intention to use mobile banking. The results of this study indicated: (1) Individual technological innovativeness was positively associated with perceived usefulness and perceived ease of use. (2) Belief in dangerous virtual world was negatively associated with perceived usefulness and perceived ease of use. (3) Perceived usefulness was positively associated with attitude toward using and continuance intention to use. (4) Perceived ease of use was positively associated with attitude toward using and perceived usefulness. (5) Attitude toward using was positively associated with continuance intention to use. (6) Individual technological innovativeness was positively related to attitude toward use and continuance intention to use mediated by perceived usefulness and ease of use. (7) Finally, Belief in dangerous virtual world was negatively related to attitude toward use and continuance intention to use mediated by perceived usefulness and ease of use. The implication of this study suggested top managers in banking can demonstrate the security evidences to reduce users’ belief in dangerous virtual world to enhance their confidence to use mobile banking.