Empirical Study On The Influence Factors To The Acceptance Of Internet Banking Based On Customer Personality

With the development of internet and electronic commernce, internet banking has gain a considerably rapid growth of business scale, which has been the main strategic direction to acquire competitive advantage for bank industry, as well as increasingly important to people daily life.However, compared with foreign markets, low acceptance rate and loyality, transaction frequency and amount, are confronted and limits the further development for internet banking in China. While as coustomer requirement changed repaidly, how to react and meet their customerized requirements quickly and statisfactorily, especially targeted marketing and promote for different customer group in order to improve their behavior intention and acceptance for internet banking. It has been a hot issue to be solved.This paper focus on the relationship between personality traits and internet banking usage behavior, induce the incorporated FFM and TAM into internet banking as well as perceived credibility in the context research in china. We firstly propose a innovative percecpetive to examine the effect of customer personality trait- the determinants for individual belief, intention and behavior and captured using FFM on perceived usefulness and perceived credibility toward internet banking intention and acceptance.Based on extensive literature review and a large survey, we gain several meaningful findings after SPSS analysis:we found general support for our hypothesesthat the FFM personality dimensions can be useful predictors of users' attitudes and beliefs. We also found strong support for the relationships between intention to use and system use.1. Neuroticism will be negatively associated with both perceived usefulness and perceived credibility, while openness exerts positive influence. Agreeable also play a positive significant role in influencing precieved usefulness.2. Conscientiousness will moderate the relationship between perceived usefullness and intentions to use internet banking.3. Neuroticism and openness has indirect influence to acceptance intention through perceived usefulness and perceived credibility, while their direct influence on intention to acceptance is also significant. 4. Extraversion has not signifanct influence on perceived usefulness and acceptance intention.The main originalities in this paper are firstly induce the incorporated FFM and TAM into internet banking filed research as well as exploratory examine the effect of personality on perceived credibility. The results not only get some support for previous research, but also acquire new findings, which could exert new angle and perspective for internet banking and technology acceptance, also provide suggestions and references for internet banking in China.