From Online Bank To Mobile Bank:Empirical Study On Consumer Cross-channel Converting Intention Influence Factors

Following with Internet finance’s prosperous,the new internet financial model such as the third-party payment,P2P banking and lending network are developing rapidly.To deal with the fierce market competition, the traditional banks proceed to reform and innovation.Wireless mobile Internet is applied to the banking industry and create many new business models,mobile banking is one of the representatives. Comparatively speaking.the mobile bank has a great advantage that is wireless, the rapid developing of mobile banking not only become the new subject of the internet banking but also an effective weapon to help the traditional bank cope with the impact of mobile finance.But now,compared to the mature Internet banking,the number of active customers of mobile banking is far less than the number of Internet banking, so how to transfer the clients accumulated by online banking to the mobile banking.promot them to take the cross-channel adoption behavionhas a great significance to the theorists and the banking industry.This paper summarizes the current situation of the mobile banking, with the in-depth interviews to the users and the research in the field of information technology adoption,based on the TAM model(Technology Acceptance Model)combined with the trust transfer theory and the compatibility factor of IDT Theory(Diffusion of Innovation Theory), drawing in the structure assurance to institutional construct structural inspection system to observe the effect of the institutional construct during the trust transfer,then building the model about the factors on user’conversion intention from online banking to mobile banking,the paper collected data from 511 questionnaires and uses the structural equation modeling to analysis them,the empirical results show that(1)User’s conversion attitude has a significant positive relationship with their trust,perceived usefulness,perceived ease of use and compatibility,users’online banking habits have significant negative correlation with their conversion attitude,perceived risk plays a significant negative effect of mobile banking trust.(2)The effect of online banking trust on conversion attitude is totally mediated by mobile banking trust,structure assurance is a partial mediator between online banking trust and mobile banking trust.Additionally,based on research findings,the paper puts forward the management proposals,hoping to promote the popularization and development of the mobile banking.