An Empirical Study Of Online Banking Use Intention Of China

Based on the internet technology, the online banking comes into being, and develops fast by its benefit of safety, high efficiency and low-cost. Although China’s online banking started late, but it’s developing rapidly with customer groups growing fast, compared with traditional banking, online banking grows fast and has lots of potential. Company with its fast development, the operation mode needs to be more mature and service function more perfect, security much more guaranteed. The credit mechanism of current online banking of China is not safe, easy to cause some unnecessary problems. The consumption habits of costumer can be directly related to the development of online banking in China, therefore the study on the use of online banking habits and conditions will be crucial for the development of online banking.After referring to the related academic literature, this paper puts up some phenomenon which is not conductive for the online banking development, base on the research of the online banking using status. And then, by means of questionnaire to L branch of Agricultural Bank of China aimed to acknowledge the using status of the online banking, combined with the Integrated Technology Acceptance Mode(short as ITAM), this paper studied the behavior of the customer. Traditional ITAM lack of the consider of costumers’ concerns about security problems, so this article will add risk awareness and trust factors to the ITAM, through the revised ITAM to analyze the customer’s using intention of online banking. Results indicate that costumers accepted better when the functionality is strong. Perceived usefulness have positive direction the effect of online banking using intention, then by the using intention can be directly effected to actual use of online banking. That is to say, more suitable online banking interface and services is much easier for the costumers to accept. Perceived risk has negative direction on the using intention of online banking intention,which finally negative to its practical use. Trust has positive effect on the using intention, and indirectly effect the practical use. Among several objective factors influencing individual users to use online banking, the internet age, education, age and gender can play a certain degree of influence.