A Study Of Urban Residents' Willingness To Use Community Banks Based On Extended TAM Model

With the rapid development of the Internet industry and promote the marketization of interest rates,China's banking industry is facing severe challenges,the community bank is an important opportunity for banking transformation.2013 is the first year of the development of community banks in China.Since 2015,the number of community banks has been increasing.With respect to the development of foreign community banks,community banks started slowly in China,such as the history of the United States,Japan,Germany and other developed international community bank has reached 100 years,and our community bank is still in the preliminary stage of development.The term "community bank" is the translation of"Community Bank".At present,there is no unified definition of community banks at home and abroad.Community banks mainly will be absorbed in one area of money back to the area,so as to promote the development of economy,and so as to obtain the support of the local government and residents,while the traditional bank is put into another region.Community banks mainly collect soft information to serve customers in the region,and provide better one to one service.Although the community banks have entered a stage of rapid development,but for the current situation,for the community banks are still in the process of development,not yet mature.This paper mainly to the city residents as the main object of study,in order to investigate the residents of willingness to use community banks,this paper constructs the model of factors affecting the effect of residents willingness to community banks and empirical research.In the process of constructing model,through the summary and the TAM model based on the research of the TAM model,the integration of the perceived risk theory,perceived cost theory and satisfaction theory,and marketing,convenience,in charge of norms and social environment four factors to build the research model from the characteristics and social influence of community the bank's point of view.Based on the previous maturity scale and the characteristics of community banks,the questionnaire was designed and issued on the platform of questionnaire magnitude.Finally,443 questionnaires were collected and 32 invalid questionnaires were received,and 411 copies of useful questionnaires were received.The validity and structural equation model were analyzed by using the software of Spss and Smartpls2.0 on the recovery of effective questionnaires,we draw the following conclusions:(1)the extended TAM model is suitable for the city residents to study the willingness to use community banks,explain the rate can reach 58%.(2)in this model,perceived ease of use has no significant effect on usage intention,possible reason is that with the residents living and working on the banks using the accumulation of experience,easy to use effect on residents of the bank gradually reduced until it disappeared.(3)in the study of marketing,convenience,in charge of norms and social environment four factors in marketing influence on perceived usefulness is not significant,other factors were significant.At present,the research on community banks is mainly focused on qualitative analysis,such as its sustainable development,development strategy and development status at home and abroad.This paper is mainly to discuss the factors affecting the residents of community banks will,using questionnaires to collect data,through a combination of qualitative and quantitative methods to study.In the model on the basis of the analysis of some development suggestions are put forward,the first community bank,the banking community bank of the "last mile" to develop their own characteristics.First,community banks to clear its own position;secondly,create a community financial convenience store,and the local people in the supermarket or convenience store cooperation for local residents welfare;thirdly,choose to fit the development of community bank service personnel;finally,improve financial services.Second,improve the supervision means and related laws and regulations of community banks.From the market side,the perfect market regulation system can prevent the traditional banks from using community banks to absorb their own funds and transfer their own risks.Finally,community banks should have clear internal regulations,and strictly supervise and audit the business process,and strictly handle the business according to the rules and regulations.Third,through financial seminars,love activities and services for laid-off workers and other vulnerable groups to improve their image.Fourth,cooperation with large 020 companies to build 020 community banking model,keep pace with the times.