A Study on the Continuance Intention of Online Banking: A Case Study on T Bank in Hualien County

• Main Authors: CHENG, YU-HUI, 鄭余輝
• Other Authors: LIAO,YU-HUI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/7nx97r

碩士 === 大漢技術學院 === 流通與行銷管理研究所 === 107 === The growth of the electronics business is marked by the birth of the computer, which is a revolutionary change that brought unlimited business opportunities. The information age further ushered forth the development of the internet and the beginning of online banking in the financial industry. As a result, the demand for “convenience,” “quality of service,” “usability,” “ease of use,” “continuance intention” increased. Therefore, the financial sector increased its interest and demand in the continuous promotion and further study of security issues to maintain the users’ continuous intent to use online banking services. The focus of this study is the relationship between the current state of online banking usage by users and continuous usage of online banking. A total of 385 questionnaires are administered to online banking users in the Hualien region, with 350 returns, achieving a 90% response rate. Data is studied to understand the perception of online banking users, identify deficient areas, and offer recommendations for improvement. The study has the following results: 1. Users have become familiarized with online banking transaction and are willing to use it. The system’s ease of use needs to be improved, and banks need to commit to upgrades. 2. Different genders respond identically to the quality of service of online banking, indicating that gender is not a factor in determining the quality of online banking. 3. Regional differences do not impact on online banking users, indicating that approve online banking services regardless of where they live. 4. Online banking users with a different frequency of use respond differently to online banking services. The study finds that higher frequency users approve of online banking services more than lower frequency users. 5. Online banking users of different age groups respond differently to the ease of use and continuance intention. The younger the age group, the higher the positive response to the ease of use and continuance intention. 6. Online banking users agree most to the statement “I think online banking transactions can be unrestricted by geographical location” in the “convenience” category. 7. The frequency of use and the familiarity with operating a computer affect responses on ease of use. The higher the frequency of use, the more familiar an individual would be in operating the computer, and it would, in turn, respond more positively to the ease of use of the online banking system. 8. The profession does not affect responses to continuance intention, indicating that individuals would not change their continuance intention due to their profession. 9. Convenience and continuance intention are moderately correlated, indicating that online banking service providers can effectively raise continuance intention by improving the convenience of their online banking services.