The Research Of Continued Use Of Internet Banking Model And Empirical Study

As a new kind of bank, Internet Banking has appealed to more and more customers. There are many researches on adoption of Internet Banking; however, the research on customers'behavior after adoption has been ignored for a long time. The stage of continued use is the most profitable stage. Based on Rational Choice Theory and cost-benefit analysis, the research analyzes the impacts on continued use of Internet Banking by combining trust. In this research, customers are classified into two categories according to their frequency of utilization. The different factors are founded through the comparison of the two types of customers. The main research work is as follows:(1) The features of internet banking and the cost-benefit factors are analyzed. The features of internet banking are classified from the perspective of cost-benefit analysis. The Convenience of internet banking, Alliance and Low-charge are the benefit factors that influence customers'intention of continued use. Perceived Risk and Complexity are the cost factors that influence customers'intention of continued use.(2) There is a research model proposed in this paper to analyze the factors that influence customers'intention to continued use through cost-benefit analysis, and trust is also considered. The hypotheses are proposed in this part.(3) Based on the Internet banking continuance model, the measurement tool are developed and designed. The data is collected from customers of a large commercial bank in China.(4) To ensure the validity of data, exploratory factor analysis and confirmatory factor analysis are tested in this study. The study model is validated by structural equation modeling (SEM).In this paper, the behaviors after the customer adoption of internet banking are analyzed, and the factors that influence the continued use of internet banking are analyzed and verified. The study has some theoretical significance in the research of post-adoption behavior, and has important practical significance in the further development of online banking.