Research Of The Antecedents Of Cross-buying Intention In Internet Banking Context Based On Value

In recent years, internet banking spreads increasingly in China. The number of users and the volume of transaction soared. Internet banking has become the main battlefield of banking competition. After the widespread of internet banking, it has developed from an emerging market to a mature market. And then, firm promote customers to buy other kinds of goods—cross-buying—suppose to be a good way to earn more money from Most studies on relationship marketing however revolve around relationship depth and length, while there has been hardly any work on relationship breadth. Therefore the research of cross-buying in internet context is extraordinary essential and meaningful.In this paper, based on literature review, we propose a model of the antecedents of cross-buying intention in internet banking context based on value. We propose customer perceived value in internet channel is the direct antecedent of cross-buying intention. We also examine the moderator effect of switching costs in perceived value and cross-buying intention link. Therefore, we do two parts of empirical examination in this research.Firstly, we divided customer perceived value into outcome value and procedure value follow the division of customer perceived value in internet channel and examine the relationship between perceived value and cross-buying intention.Secondly, we examined the moderator effect switching costs in perceived value and cross-buying intention link.