Abstract
Trust is relatively influential factor of customer behavior in online financial services. The purpose of this studyis to propose a framework of intention to continuously adopt online financial services. To test the model, partialleast squares is employed to analyze data collected from 126 respondents in Taiwan. The research findingsshowed that: 1. website trust influences on the intention to continuous adoption of online financial services; 2.cognitive trust of online customers influences on affective trust; 3. factors of transaction security, website andcompany awareness, prior Internet experience, and navigation functions directly influence on cognitive trust ofonline customers, and; 4. transaction security is the only factor that influences on affective trust of onlinecustomers. This research provides a theoretical foundation for academics and also practical guidelines forservice providers in dealing with the trust aspects of online financial service.
Highlights
With the fast growth of the Internet, electronic commerce is under rapid development
In order to understand the current development of online financial services among Taiwan’s financial institutions, we explore the users’ attitude toward website trust and how trust has affect their intention to continuously use of online financial services
On the Internet there are many unpredictable chances, as well as numerous businesses invest their money in developing online services for winning
Summary
With the fast growth of the Internet, electronic commerce is under rapid development. From earlier electronic data interchange to the advent of the Internet, more and more people conducting making commercial activities electronically, the appearance of electronic commerce. Two of the main advantages of electronic commerce are to reduce the restraint of distance between products and consumers, and to curtail intermediary agents. Because of these advantages, businesses world-wide are setting up websites to provide online commercial services. Companies specialize in very different online service areas such as specialized research, data inquiry, shopping, jobs hunting, recreation, and making friends...etc. With the development of electronic commerce, financial services are in fast growth as well. While more and more transactions are made online, online financial service customers’ intention towards continuous adoption is especially worthy of attention and studying
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