Personal Internet Banking Willingness Empirical Research

With the globalization of the financial market, domestic bank industry is confronted with fierce competition. Due to its extremely low operation cost, internet banking becomes the focus of bank industry. To promote financial innovation, to participate in competition, to gain competition advantage, the development of internet banking has become the most important strategy to achieve those targets. However, according to the CFCA newly released 《2006 China Internet Bank Investigation Report》 , there are still 2/3 consumers who are not willing to use internet banking. So it has become the focus of the bank industry to ascertain what factors influence consumers' adoption of internet banking.Based on review and information collection, this study combines the theory of "Diffusion of Innovation" with "The Theory of Planned Behavior", and then proposes and tests a model of consumer's intention of using internet banking. The model posits that consumer's intention to use internet banking is mainly affected by perceived attributes of internet banking, consumer innovativeness, subjective norm and self-efficacy. The author not only constructs the model, but also supports this model hypothesis by the data that was selected from some areas of China. There are 303 copies of valid questionnaires for the study, and the author applies the SPSS software to deal with these data.The results show that the reliability and usability of model are enough. Findings of this study indicate that relative advantage, compatibility, complexity, financial risk, privacy risk, global innovativeness, domain-specific innovativeness, subjective norm, self-efficacy and attitude significantly affect the intention of using internet banking. What's more, financial risk, domain-specific innovativeness, subjective norm, self-efficacy and attitude directly affect the intention. Attitude is also proved as the mediation in the model. There are different key factors which influence intention of prospective adopters and persistent non-adopters. Implicaiotions of the findings and directions for future research are also discussed.