Study And Empirical Analysis On The Perceived Risk Of Online Banking

As of the end of December2011, Internet users in China exceeded500million, according to the "China Internet Development Statistics Report " from China Internet Network Information Center (CNNIC).The number of Online Banking customers is166million, an increase of19.2%. The scale of China’s online banking transactions is549.5trillion yuan in2010, an increase of49.0%. The size of China’s Online Banking transaction is expected to exceed22trillion yuan in2014. Online banking is gaining more recognition, but there are also many factors influence the development of Internet banking in China. Internet users use online banking grudge is an important factor impeding their development. According to the report, only the security of Online Banking has enough confidence to be able to truly improve the frequency of use and payment.It reminded the attention of social all circles that the information of Internet users was disclosure in December2011. According to the forecasts, it involved millions of Internet users. It will be the largest information leak accident in the history of the Internet’s, and has deepened the worries of Internet users on the information security. According to the report---"Personal Network Security Report for the Second Half of2011" of iResearch, shows that the Internet users are most worried about the safety of loss is the loss of money and loss of privacy, more concerned about the security troubled main types of Online Banking has been hacking, computer is running slow and Privacy data leaks. Internet users concerned the Online Banking hacking accounted for54.9%, and leakage of private data accounted for51.2%. Comprehensive concern of Internet users, we can see that Internet users are more concerned about the economy and personal privacy. For customers such worries, we could use perceived risk theory to explain. There are many scholars study confirmed the negative correlation between the perceived risk and the Online Banking use. In this paper, Online Banking will be combined with the perceived risk theory, tries to find out the influence factors of perceived risk to Online Banking, so as to promote the banking industry to concentrate on customer concerns, and promote service quality.There are three innovations in this article. First, selecting client factors as a new research angle of view, discusses the impact on the customer perceived risk. The research perspective is more novel and specific. Second, it reveals the factors and dimension of perceived risk of the Online Banking. Third, it explores the influence degree of all dimensions of the perceived risk to the Online Banking.