| dc.description.abstract | In an era where smart services are becoming increasingly prevalent, understanding the factors influencing user Switching Intentions is crucial for both businesses and academia. This study, based on the Technology Acceptance Model (TAM) and the Theory of Reasoned Action (TRA), investigates how perceived flexibility, compatibility, and perceived trust affect the Switching Intentions of smart service users, with a focus on online banking as the primary experiment.
The study was conducted in two phases. In the first phase, data was collected through a questionnaire survey, resulting in 271 valid samples. The data was later analyzed using SPSS 23 and SmartPLS 4.1.0.1. The results indicated that compatibility, perceived flexibility, perceived ease of use, perceived usefulness, and perceived trust all have significant impacts on Switching Intentions. These factors effectively increase user acceptance and willingness to use smart services. However, perceived flexibility does not significantly affect perceived ease of use, and perceived ease of use unexpectedly does not affect perceived usefulness.
In the second phase, interviews were conducted with 13 users who have experience with online banking to gain a deeper understanding of their perceptions of smart services and the factors influencing their Switching Intentions. This phase also aimed to explore the reasons why perceived flexibility does not affect perceived ease of use, and why perceived ease of use does not significantly impact perceived usefulness. The interview results revealed that the main factor influencing users′ perception of flexibility is the immediacy of problem resolution. Even if their needs and problems are resolved promptly, users do not necessarily find the smart service easier to use. Furthermore, easy-to-use smart services do not make users perceive them as more useful. The factors that primarily influence perceived usefulness are convenience, financial management assistance functions, and favorable fees/exchange rates.
The academic contribution of this study lies in integrating multiple theoretical frameworks to provide new insights and evidence, helping to understand user switching behavior in smart services. Practically, the study suggests that companies should focus on enhancing service flexibility, including perceived flexibility, compatibility, and building trust when designing and promoting smart services, to facilitate user Switching Intentions and improve market competitiveness. | en_US |