A Study Factors Affecting Continuance Intention of Internet Only Bank:Using Task-Technology Fit Theory

Abstract

Today the paradigm of the financial services industry is shifting to mobile banking, and each financial company provides a variety of mobile banking services. Because of the innovation of mobile banking service, the Internet Only Bank has been launched recently. However, the actual number of users is far less than the number of subscribers. The purpose of this study is to investigate the factors affecting the intention to use of Internet only banking service by applying Task-Technology Fit (TTF) theory. In order to carry out this research, we conducted a survey on the user of the Internet only banking services, tested the measurement validity/reliability analysis and derived structural equation model. The results indicate that there are significant correlations between technology characteristics and task- technology fit and between task-technology fit and continuance intention. The results of this study are expected to provide implications for securing and maintaining the users of Internet banking providers.