A Study of Technology Acceptance Model, Customer Readiness and Behavior of Internet Financial Transaction.
| Autor: | Chien-hui Kao, 高千惠 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 In the internet age, financial institutions pay more attention on cost saving and strategies development. How online banking or Web ATM services satisfy customers’ needs have become an important issue on the electronic financial services. “User acceptance” is the key for the expansion of online banking and Web ATM. Therefore, identifying the drivers triggering the usage of such services is critical for managers. Building upon the technology acceptance model and customer readiness, this study investigates the antecedents and consequences of usage intention, as well as proposes a conceptual research model. Consisting with prior studies, the author suggests that customer’s perceived ease of use, perceived usefulness, role clarity, ability and motivation are five key antecedents of usage intention which leads to word-of-mouth and co-production behaviors. A convenience sampling was chosen. A total of 315 useable questionnaires were collected from web forum participants. Structural Equation Modeling (SEM) was applied to test the research hypotheses. The findings are summarized as follows: 1. Customer readiness (role clarity, ability and motivation) are the key drivers affecting customers’ intention. Among all, motivation is the most important variable. Then, role clarity has positive impact on ability which further positively affects motivation. However (on the other hand), motivation has positive impact on usage intention. 2. Technology acceptance model (perceived ease of use and perceived usefulness) are the key drivers affecting customers’ intention, and perceived ease of use is the most important variable. 3. Trust positively affect customers’ usage intention. Based on the above findings, the author proposes theoretical and managerial implication, as well as future research suggestions. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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