TAM-based Customer Acceptance Model Of Internet Banking And Empirical Research

With the popularity of the Internet in our country, internet banking developed very quickly. It has already become the important business area of the banking, and has the increasingly close relationship with people’s daily life. However, the further development of Internet banking in China is still faced with many problems. For the existing internet banking customers, using population and geographical distribution is relatively concentrated. The low usage frequency, few transaction mode and low customer loyalty limit the further development of the internet banking. In addition, how to identify customer perceived needs, and meet customers’ changing personal needs better, especially for different age groups, geographical customer base targeted marketing and promotional activities, thereby enhancing its acceptance of online banking has become the problem to be solved for the development of internet banking.Based on the technology acceptance model, combined with specific internet banking situation, drawing on customer perceived value, perceived risk theory, customer acceptance of online banking factors affecting the theoretical and empirical examination, the paper obtains the value of theoretical analysis and practice significant conclusions of the application. Thus it can help the banking industry to understand customer behavior, as also to provide a theoretical basis and reasonable proposals for the development of internet banking.Combing the literature on the basis of theoretical models and large-scale survey, with the use of the mathematical analysis methods, the paper conducted data analysis and reached the following conclusions:1.Determining the direct positive or negative factor of customer acceptance of online banking, and eventually establishing a model of the acceptance of online banking customers for customers.2. Perceived ease of use has significant positive impact on customer perceived value, and perceived risk has significant negative impact on customer perceived value.3. Customer perceived value (including function value, economic value, income value, service value)and perceived ease of use have significant positive impact on the attitude toward online banking, at the same time, perceived risk has significant negative impact on the usage attitude.4. Customer perceived value of the function value, emotion value, service value, and usage attitude of internet banking have significant positive effects on the usage intention. Perceived risk has significant negative impact on the usage intention.5. The usage attitude of online banking for the customer has significant positive effect on the usage intention, and at the same time, the usage intention has significant positive impact on the usage behavior. These are consistent with the conclusions of the study of the TAM model.The innovation of this paper is introduced into the technology acceptance model and customer perceived value to study the behavior of customer acceptance of online banking, at the same time the introduction of the factors of perceived risk to explore the customer acceptance and use of online banking. The conclusion of the study is not only on the conclusions of previous studies and validation, but also draw new conclusions, and meanwhile develop domestic internet banking information and reference.