Research Of Continuous Use Behavior Of Internet Banking

With the rapid development of Internet technology, especially the popularization and application of Internet technology, economic activities, increasing reliance to the Internet, in order to meet the various needs of modern economic activities, online banking came into true. Internet banking as a product of traditional financial industry and high-tech industry has many advantages to traditional banking: low cost, no constraints of time can provide many types, personalized service. With the increase of users, online banking has gradually showing great prospects for development. However, online banking wants to be long-term survival and ultimately to be successful, more rely on the user's continued use rather than the first use. Continued use can bring about the expected benefits to the online banking industry. Study the affecting factors of the online banking continued use behavior, develop long-term effective marketing strategy plays a vital role in online banking the development.This paper reviewed the relevant research, based on the DeLone and McLean (2003) constructed a modified version of the successful model of information systems theory, establishment of site quality (system quality, information quality and Service quality) perception, perceived usefulness, customer satisfaction, perceived value, continued use of behavior 5 factors including the research hypotheses model. Use the SPSS17.0 software to analysis the valid questionnaire's reliability and validity, correlation and regression analysis and other statistical methods. The results are: (1) in the overall sample, to affect the customer intention of continue use, the satisfaction is the most significant, followed by perceived usefulness, perceived value. (2) Service quality, system quality and information quality can improve customer satisfaction, usefulness and value perception. (3) Perceived quality, perceived value and usefulness can effects the satisfaction, the service quality of perceived quality is most significant to the customer satisfaction.Based on the findings, this study proposes an effective marketing management recommendations and future effort direction to increase the online banking users continue use behavior. At last, raise follow-up study of space, looking forward to be helpful for future research.