Research On The Relationship Between Consumer Invativeness And Internet Banking Acceptance

Nowadays, in the era of internet economy, internet banking has become aninevitable tendency and selection to the development of financial industry. However,when various commercial banks in our country attach great importance to thedevelopment of internet banking and increase investment in capital, technology andtalent resources, the development of internet banking is still faced with low penetration,low level of acceptance, low utilization rate and other issues.Against this background, the paper researches on the relationship betweenconsumer innovativeness and internet banking acceptance. On the basis of relevantresearch, takes consumer innovativeness as a dual-dimensional structure which includescognitive innovativeness and sensory innovativeness, and takes internet bankinginformation searching and internet banking actual utilization as the two dimensions ofinternet banking acceptance, so, investigates the relationship between cognitiveinnovativeness, sensory innovativeness and internet banking information searching,internet banking actual utilization. Meanwhile, considers the impact of the innovativefeatures which consumers perceive of internet banking. Reference to previous studies,designs the questionnaire, using questionnaire survey method to obtain data, andcollects data through the issuance of an online questionnaire and paper questionnaires.In the survey,600questionnaires were distributed,467questionnaires were recovered,and338valid questionnaires were screened out, so, gets an effective recovery rate of56.3%. Using SPSS17.0for data reliability and validity, factor, correlation andregression analysis, the study examined the relationship between variables.Finally, the main conclusions are discussed and analyzed. Different effects ofcognitive innovativeness, sensory innovativeness on internet banking informationsearching, internet banking actual utilization are explained. According to different leveleffects, the study offers proposals for various banks about how to energetically carry outinternet banking business and increase consumers’ acceptance of internet banking,which has far-reaching influence on the development of internet banking.