The study of transferring attitude and transferring behavior toward on-line bank – from the perspective of theory of reasoned action

• Main Authors: Chiung-yao Huang, 黃瓊瑤
• Other Authors: Ming-Tien Tsai
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/00118916429111369559

碩士 === 國立成功大學 === 高階管理碩士在職專班 === 97 === The primary goal of this study is to explore the relationship between transferring intension of on-line bank and the factors affect transferring intension. In the researches of attitude and intension toward using new technology, most studies discuss the issue from the perspective of perceived usefulness and perceived ease of use. These researches are helpful for understanding the key dimensions of new technology acceptance. However, little has been done in the literature to investigate the relationship of transferring intension and behavior between the physical and visual channels. Based on the above discussion, the study explores the issues of transferring intension and behavior from physical to visual channel, and the factors that affect their transferring intension. In total, 310 questionnaires were sent out and 269 effective questionnaires were returned with effective recovery rate 87%. Factor analysis, regression analysis, and SEM are used to examine the hypotheses furthermore. The results of the research show that: at first, trust toward physical bank has positive effects on transferring attitude. Second, characteristic of website has positively significant influence on transferring attitude and prceived behavioral control has negatively significant influence on switch cost. Moreover, consumers’ transferring attitude toward on-line bank and perceived behavioral control have positive effects on transferring intension. At last, transferring intension toward on-line bank has positively significant influence on transferring behavior. The all hypotheses of this research get empirical support and the findings are expected to bring some contribution for the academic field.