Research Of Formation Mechanism Of Use Habit In Internet Banking Context

Early November,2010, chatting tools Tencent QQ with free anti-virus software 360 launched a compatible war, QQ won at last,360 recalled buckle buckle bodyguards. QQ user think that 360 is a very good free anti-virus software, also very angry with QQ, but in the face of choice, still choose uninstall 360. Investigate its reason, the overwhelming majority of users said that high use frequency of QQ resulted in use habit. But along with the network populari-zation, online-banking will change from emerging markets to mature market gradually, online banking com-petition will be from a market share of competition turned into the customer share competition. How to maintain the customer and get greater profit is the key factor in a mature market. But online banking concern is how to make the customer into loyal customer, but ignore additionally one kind of reuse behavior-habitual use behavior that cannot be explained by loyalty.Online banking customer is the research object for this paper, by the research of their use behavior, we found the effect mechanism use behavior on use habit. There are some mediato-rs between use behavior and use habit, they are Evoke Set and Dependence, additionally, habit divide into Goal-directed Habit and Non Goal-directed Habit, Dependence divide into Importance and Irreplaceability, Use Behavior divide into Use Frequency and Variety of Use.This article mainly conclusion:(1) Use frequency have negative effect on evoke set; Evoke set has negative effect on Goal-directed Habit; (2) Use frequency and Variety of use to have positive effect on Importance and Irreplaceability; The importance have positive effect on Goal-directed Habit and Non Goal-directed Habit; Irreplaceability has positive effect on Goal-directed Habit and Non Goal-directed Habit.This paper mainly innovation points:in online banking background, we found the effect mechanism between use behavior and use habit, found the mediator between use behavior and use habit, and improved the original conclusion on between use behavior and use habit, revealed the relationship more objectively.