| dc.description.abstract | With the popularization of the Internet and improvement in network infrastructure, many companies now offer an entire online service to reduce their operating cost. Meanwhile, online banking services are being widely adapted by the banking industries. Although various banks have introduced online banking to the market, most consumers still prefer using offline services. The reasons are believed to be that consumers are worried about their personal information being stolen by hackers, and the transactions being insecure. In this study, we propose to investigate the factors that affect user’s behavioral intention to shift from offline to online banking.
Through the lens of the valence framework, the objective of this research is to explore the motivators and inhibitors embedded in the offline and the online channel that influence users’ intention to transfer usage from the offline to the online channel. The inhibitor indicates the refusals of online banking utilization, consisting of perceived risk and offline habit, with perceived risk referring to the uncertainty that consumers face when they cannot foresee the consequences of their online transaction, and offline habits pertaining to the continuous use of offline banking services. Besides, the motivator indicates consumers’ willingness to use the product or services, which contains innovativeness and relative benefit. Different personal innovativeness can lead to different intentions in the adoption of an innovative technology. Relative benefit is used to indicate the degree to which online services are perceived to be better than offline ones. Last, social influences are discussed as the second component of the model, which are defined in this study as the perceived pressures of consumers from social networks on the adoption of the innovation.
In this study, a sample of EMBA students was used, as they represent a crowd with the stable income and financial demand. The data collection was conducted using the online and offline surveys. After eliminating surveys with incomplete and invalid answers, 274 valid questionnaires were collected. Last, according to the empirical results, (1) it was found that perceived risk and offline habit have a significantly negative effect on the intention to transfer usage. (2) Personal innovativeness and relative benefit have a significantly positive effect on the intention to transfer usage. (3) Social influences have a significantly positive effect on the intention to transfer usage. (4) The moderating effect of social influences is also examined. The results indicate that social influences has a moderating effect on the relationship between relative benefit/perceived risk and the intention to transfer usage.
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