| Summary: | 碩士 === 東海大學 === 國際貿易學系 === 102 === Mobile banking, which combines with informative technologies and financial services, provides more convenience to customers. As developing rapidly in recent years, the network becomes a cornerstone of the mobile banking application. When the scale of the personal finance business expands, both customers and service providers focus on whether the mobile banking has competitive function. However, the mobile banking hasn’t been generally adopted by customers. Thus, it is important to find out the factors which will affect the customers’ behavioral intentions of using mobile banking.
This study has tried to take combined technology acceptance model and the theory of planned behavior as the basic theoretical framework, and import personalities of conscientious and openness to experience two external variables. The model was to explain the customers’ intentions of using mobile banking, analyzed via 349 effective questionnaires. The results showed that the combined technology acceptance model and the theory of planned behavior can measure customers’ behavioral intention of use mobile banking, but personalities are only partially effective as external variables of the model.
|
|---|
