Research On Usage Intention And The Improvement Strategy For MT Direct Bank

In face of the marketization of interest rate,financial disintermediation and the rapid Internet development,domestic commercial banks have to look for new operation modes.Compared to the large commercial banks,urban commercial banks are insufficient in both the cross-regional operation,node number and passenger capacity,so they have much more difficulties under this kind of background.As a member of the financial industry,MT bank is extremely active,it connected the development of itself with Fintech actively and opened up MT direct bank,which might be a way out because of its' low operating cost,accurate and effective customer localization and the convenient service.However,this non-entity businesses are not developing easily in China.Because the model of traditional bank and electronic bank are relatively mature,in order to achieve a breakthrough,direct bank must start from the usage intention and improve the satisfaction of customer.In this paper,we put forward some suggestions to promote customers' usage intention after evaluating the influencing factors,which both has theoretical and practical significance.This paper constructs an evaluation index system of customers'usage intention to evaluate the usage intention of MT direct bank's customers.We obtained 1251 valid questionnaires,and the reliability and validity of the questionnaire are both good.By comparing the average of the results between MT direct bank and other direct banks,We found that compared to state-owned banks and joint-stock banks,MT direct bank dose it better in life payment service,cross bank card and mobile phone compatibility,and need to improve in financial products,SMS notification,third party payment and risk.Then we use the multiple ordered logistic model to make an empirical analysis on the evaluation index of customers' usage intention to MT bank direct bank,and find indicators that have significant impact include "rich variety of products","product innovation“,”direct bank deposit rate","life payment services" and "direct banking medical service","the compatibility of direct bank app and mobile phone","the aesthetic extent of direct bank's interface" and "direct bank risk".Finally,according to the analysis above,we propose following promote suggestions:Strengthen the cooperation with the third party to accelerate product innovation;reduce operating costs and carry out some promotions;optimize business processes and improve the efficiency;increase communication channels to improve the efficiency of information transmission;strengthen technical supervision to enhance the safety of direct bank;disclosure related information to improve the transparency of information.