A Study On The Relationship Of Consumer Perceived Risk And Customer Retention Willingness Of Personal Internet Banking:the Regulation Of Switching Cost

With the rapid development of information technology, especially the popularization of network technology, global e-commerce model and people’s consumption concept have had a huge change. With the appearance of the first Network Bank, it has been widely accepted by consumers from the world’s major countries and regions. However, Many accidents of Internet bank occurred over the past decade. People’s account are stolen and privacy information was leaked, which were often occurred. Although online banking have a very large number of users, the accidents accounted for a small proportion. We must pay attention to that Internet banking incidents make a huge impact on consumer psychology. Consumers can feel risk, which make online banking consumers have some emotional resistance undoubtedly. This emotional resistance is not conducive to the expansion of banking business.With a summary of previous research, I found that the past research always focus on the relationship of consumer perceived risk and consumer behavior, And ignore this important aspect of consumer psychology.Through data analysis, I get the following main conclusions:(1) Consumers’ perceived risk and customer retention willingness of personal internet banking are significant negative correlated. That is mean customers feel the higher perceived risk, the consumer have lower retention Willingness. And they will replace the current Internet banking service providers more easier. This is consistent with the fact.(2)The personal switching costs of Internet Banking can be divided into exit costs and establishment cost. There was a significant negative correlation between Exit costs and customer retention wish. That’ means the higher exit costs of bank, the lower customer retention willingness. Establishment costs for customer retention willingness influence is not significant.(3) The regulation of switching cost between Perceived risk and Customer retention wishes substantiated partially. Exit costs significantly enhanced the negative relationship between privacy risks and customer retention willingness. That’ means that when the customers feel the privacy leakage risk, the higher the exit costs, lower customer retention wishes.For the above conclusions, this paper presents some enlightenment of marketing:(1)Through online banking security Marketing, improve customer perception of safety.(2) Establish exit costs moderately and Continue to reduce the cost of establishing, the bank could "lock " the valuable customers.