Research On The Factors Influencing Electronic Banking Diffusion In Heilongjiang Rural

With the rapid development of the Internet and mobile communicationtechnology, the invention of new technology is increasingly changing people’slifestyles. The growing popularity of computers, mobile phones and telephonesdrives the development of e-banking. In the long run, e-banking will be animportant factor affecting the bank’s overall competitiveness. At present, thedevelopment of e-banking in Heilongjiang is mainly concentrated on cities, whilerural e-banking usage is low. There is still much room for development ofe-banking in Heilongjiang rural. Farmers’ acceptance of e-banking is a criticalfactor to measure that e-banking being introduced in Heilongjiang rural issuccessful. Thus, studying the factors influencing farmers’ intention to use thee-banking in Heilongjiang rural has become the focus of this study.Firstly, this paper sorts out scholars’ study on Technology Acceptance Model（TAM）and Innovation Diffusion Theory（IDT）being applied to study diffusionof e-banking based on summarizing previous studies. At the same time, this paperchooses TAM and IDT as the theoretical foundation. Then, this paper analysesdevelopment status and prospects of e-banking in Heilongjiang rural. Andtheoretical hypotheses and the research model are proposed based on TAM andIDT. By questionnaire, data is collected. SPSS17.0and AMOS17.0software areused to questionnaire reliability analysis and validity analysis. The structureequation modeling package is used to validate theoretical hypotheses and theresearch model and analysis varies factors contributing to nature and intensity ofelectronic banking’ usage intention. Finally, According to empirical analysisconclusion, the paper forms theoretical basis for promotion of e-banking inHeilongjiang rural. Then, several concrete suggestions about promoting thediffusion of e-banking are put forward in Heilongjiang rural.