Comparative Study On The Antecedents Of Internet Banking Adoption Between Different Groups In China

Internet technology has brought great changes to financial industry. Internet Banking (IB) can provide potential benefits for banks including lower operational cost, more convenient interactions with customers, and the provision of value-added services. For customers, IB allows for convenient access to a variety of banking services without the limitation of times and spaces. The market capacity of IB is huge, but competition also exists. It's necessary to learn about the factors that influence customers'intention to adopt IB and establish proper marketing strategy. Theoretical analysis and empirical research were done in this paper.A research framework was developed based on the Technology Acceptance Model (TAM). Perceived risk, trust in the electronic channel, structural assurance, and computer self-efficacy were introduced into TAM for the characteristics of IB. Bank customers were divided into two groups: incumbents and university men. Structural Equation Modeling was employed using LISREL 8.7 to empirically identify factors that influence different groups'adoption of IB. Frequencies analysis was done using SPSS on how customers know IB, what is the percentage of each function used, and what are the reasons of using IB or not. At last, suggestions were given about the market subdivision, advertising stratiegy, structural assurances, and website design of IB.Structural Equation Modeling reveals that there are some differences in the factors that influence the intention to adopt IB between the groups. However, trust in the electronic channel has the most significant effect on the intention to adopt in two groups, which is different from other countries and regions. The frequencies analysis reveals that network media is the most important channel that university men know about IB, the main IB functions that the two groups used is both focused on account query and so on, which are the elementary applications of IB. The reasons of users adopting IB are the convenience and time saving. The main reasons of potential users refused to adopt IB are worrying about the security problem and lacking of comprehension of IB.