Research On Factors Affecting The Willingness Of Using DY Bank’s Personal Online Bank

At the rapid developing and popularity of Internet, online banking develops very quickly. Based on its outstanding advantages such as high quality service and perfect ability of innovation, online banking brakes through the time and space constraints, it also increases bank’s core competitiveness and becomes traditional bank’s new profit growing business, and makes a grade impact on our way of living and working. Currently, the use scale of DY Bank’s online banking is limited, the existing users’ activeness and stickiness are not high, the quality of the product and service is lower than others. In order to expand the business space and promote the development of online banking, it’s necessary to research the factors that affect personal online banking use intention, which will be very important to DY Bank’s online banking’s sustained and healthy development.This paper researched the factors which affect DY Bank’s personal online banking use intention. Based on the reviewing of the domestic and foreign related literature, combining with the existing issues of the online banking, using unified theory of acceptance and use of technology model (UTAUT) and SPSS software, this paper conducted data analysis and reached the following conclusions: Performance expectancy, effort expectancy, social impact and corporate image have direct positive effect on personal online banking use intention, perceived risk has direct negative effect on personal online banking use intention, contributing factor has no direct effect on use intention, and the use intention can also be influenced by some factors such as gender, age and experience. At last, this paper gave specific policy suggestions to enhance online banking’s competitiveness.The innovation of this paper is using the model of UTAUT and the theory of perceived risk, building the model to research the factors that affect personal online banking use intention, the respondents include existing users and persistent non-adopters, which can comprehensively understand the factors that affect personal online banking use intention and make the research more reasonable.