| Summary: | 碩士 === 南台科技大學 === 企業管理系 === 97 === Innovation in technology has led to many applications being digitized and virtualized. One such important field is online banking. Financial institutions, to a greater extent, are becoming quicker to adapt online banking as a possible distribution channel for their services. Even though examining the antecedents of technology acceptance is crucial, the action that precedes this matter is more imperative and thus should be given more attention. The purpose of this study is to investigate this precedence—the behavioral intention to switch that occurs between technology acceptance and usage. Based on Davis’s technology acceptance model with five additional variables that are theoretically examined as having influence on attitude toward switch and behavioral intention toward switch, a research framework was developed and empirically examined. Two hundred and fifty respondents in Tainan, Taiwan participated in a survey. Using multiple regression analysis, results generally support the model as well as the suggested hypotheses. Particularly, offline trust, inertia loyalty, and switch cost were found to have significant influence on attitude toward switch, which in turn, were found to be important factors in cultivating a positive behavior toward switch to online banking. Several inferences for both research and application had surfaced and were discussed.
|
|---|
