Empirical Research Of Influence Factors In Online Banking Of Consumers

In recent years, the speed of development of online banking in china is rapid. The turnover is redoubled. But compared with the business of the bank on the net overseas, it still has a large gap in various aspects. Survey results also show that there are still more than half of bank customers use the bank on the net reluctantly. Single transaction amount of the consumers who already use Internet banking is seven into in500yuan. The author discovers factors that affect consumer choice online banking, and how these factors are analyzed by the role of the influence consumer choice process by technology acceptance model for practical puzzled.The author takes more than three hundred questionnaires to consumers. Finally, valid questionnaires were302. The data was analysis by SPSS. After analysis and statistical discussion, this research gets conclusions as follows:(1) The three factors that website appearance, security; Convenience can influence consumers’choice of the bank on the net. But safety is the largest factor.(2) Security and perceived usefulness are significant positive correlation. Perceiving the usefulness plays the mediating role between consumers’choice and security.(3) Convenience and perception are significant positive correlation. Convenience influences consumers’ choice of online banking through the mediating role of perception usability.(4) Perception of ease-of-use has the completely intermediary function to website appearance. Site appearance influences consumers’choice for online banking through the mediating role of perception ease-of-use.Finally, based on the analysis of the study, this paper puts forward some related suggestions of developing and improving acceptability of online banking.