The Effect Of Each Dimension Of Service Quality In Internet Banking On Cross-buying

August 30,2010,the People's Bank of China build a "super internet banking",it is a symbol which we access to the second generation of internet banking payment settlement system.Internet banking spreads increasingly in China in the past 13 years, it became an integral part of the bank. China has a large number of Internet users, Internet banking has become a necessary part of life and work. Besdies our major state-owned banks in China, there is also a large number of commercial banks and shareholding banks, mutual competition is fierce. Make the traditional users of bank to Internet banking users, make more profit from existing users, it is the development of Internet banking model. Through improving the Internet banking service quality promote cross-buying, it is the Internet banking purpose. Therefore, the study of the effect of each dimension of service quality in Internet banking on cross-buying is very important.In this paper, Internet banking as the research object, discussed each dimension of service quality in Internet banking, and the effect of each dimension of service quality in Internet Banking on Cross-buying, and buying experience and competitors attraction Moderating Effect of Relationship between each dimension of service quality in Internet banking and cross-buying. Based on the above study, the paper through paper's summary and assessment of the literature.to construct the Internet banking service quality dimensions and the the Internet banking service quality dimensions of the impact of cross-buying model. Using SPSS 16.0 for reliability and validity testing, correlation analysis, regression analysis, to test whether the establishment of the assumptions made. The main conclusions are as follows:(1) Internet banking service quality dimensions are site appearance, accessibility, reliability, responsiveness, security and product quality, and they have a positive effect on cross-buying.(2) Purchase experience have moderate the relationship between each dimension of service quality in Internet banking and the cross-buying.(3) Competitors attraction have moderate the relationship between each dimension of service quality in Internet banking and the cross-buying.