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Study on the Factors of Users Intention to Continue Using IB

Author: DongNiQin
Tutor: ChenTao
School: Wuhan University of Science and Technology
Course: Business management
Keywords: Internet banking Switching costs Website Quality Satisfaction Continued use of
CLC: F832.2
Type: Master's thesis
Year: 2009
Downloads: 197
Quote: 2
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Abstract


The online banking is the virtual bank counter on the Internet . Unparalleled advantage of online banking to traditional banking operations - low cost business capacity , processing speed , flourished without time and space constraints , it can reduce the operating costs of the bank , with customers effectively interaction and its ability to provide customers with more value-added services , anytime, anywhere banking services allow customers to break through the constraints of time . Online banking market is vast, however the competition is very fierce . In this context , understand the continued use of the intention of factors affect bank customers online banking to develop targeted marketing strategies have become a necessity , this study this theory and empirical research . In this paper, on the basis of a review of previous studies , the main problems encountered in the development of the Chinese internet banking , expect to determine the theoretical framework to the online banking experience of university students as samples, studied the effects of customers continue to use online banking factor. The thesis online banking and its development , leads to the purpose of this study , along with research theoretical foundation - expect to determine the theoretical and customer satisfaction theory ; then in retrospect has research on the basis of the assumptions that a variety of factors that affect the role of the continued use of online banking , and online banking continued use of impact factor model ; then conducted a questionnaire design and data collection ; then , statistical analysis of valid questionnaires recovered inspection , to verify the quality of the site , switching costs , satisfaction, willingness to use online banking continues to have a significant impact . According to the study results , the effective management of marketing for the domestic banks proposal, pointing out to promote customers continued to use online banking need to work on ; Finally, concluded that this article shortcomings and outlook , expectations of future research learn can make a difference .

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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