Research On Consumer Behavior To E-bank And Application To The ICBC Of JiangXi Province

E-bank is a kind of service in which the bank provides customers with products or services, which can avoid the limits of time or physical distance. To meet consumer's demands at E-age, e-bank has become a new popular spot and an important channel for banks to improve their service level, to promote their product sale so as to improve their competitive ability.This thesis starts with the overview on the e-bank history and the present condition in our country, and discovers the existing problems. Based on analyzing the cause of these problems, the author put forward the problems that must be studied。The variables affecting the consumer behavior are motivation, life style, attitudes, intentions, and values and so on. With the reason above, in this dissertation we mainly discuss the validity and influence of the relations between intention and behavior on e-banking based on researching related to previous researches home and abroad. We try to develop a model of the consumer accepting and using e-bank based on the framework of intention-behavior, and we will focus on the validity of model and interrelations among the variables. We introduce a new variable, the customer characteristics, an external variable, into the model and try to analyze individual differences affecting on perception, intention, and behavior of ICBC's e-bank of JiangXi province in order to find the critical factors on customer's e-bank intention and behavior. The research shows that different groups of consumers react differently to the easiness, practicability and safety of the three e-banks. Moreover, the research also finds that how much the consumers know about the three e-banks obviously affects their intention to use them, and there are different trends of choosing e-banks among consumers who evidently hold different intentions of using e-bank. According to above research, in consideration of studying wholly, the writer study the ICBC e-bank of JiangXi province how to promote his e-bank. According to study, the writer put forward some tactic from four aspect.