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An Empirical Investigation Of Internet Banking In Taiwan

Author

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  • Hsin Hsin Chang
  • Mohamad Rizal Bin Abdul Hamid

Abstract

This paper investigates Internet banking adoption among Taiwanese bank customers. The paper examines the affect of involvement using TAM (technology acceptance model). From the PII (Personal Involvement Inventory) scales, the results indicate that involvement is significantly influenced by the characteristics of the person, stimulus and the situation. Two sets of regression analysis were conducted for the current study. The first analyze the direct influence of two factors, belief of perceived usefulness and perceived ease of use. The second set investigates the affect of involvement on perceived usefulness and perceived ease of use in determining behavioral intention. The study found perceived usefulness is strongly influenced by high involvement. Likewise, the study found that low involvement is strongly related to perceived ease of use. In determining behavioral intention, both high and low involvement significantly influence perceived usefulness and perceived ease of use, respectively.

Suggested Citation

  • Hsin Hsin Chang & Mohamad Rizal Bin Abdul Hamid, 2010. "An Empirical Investigation Of Internet Banking In Taiwan," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 4(2), pages 39-47.
    • Handle: RePEc:ibf:gjbres:v:4:y:2010:i:2:p:39-47
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    References listed on IDEAS

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    1. Sengupta, Jaideep & Goodstein, Ronald C & Boninger, David S, 1997. "All Cues Are Not Created Equal: Obtaining Attitude Persistence under Low-Involvement Conditions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(4), pages 351-361, March.
    2. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    3. Meyers-Levy, Joan & Maheswaran, Durairaj, 1991. "Exploring Differences in Males' and Females' Processing Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 63-70, June.
    4. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
    5. Zaichkowsky, Judith Lynne, 1985. "Measuring the Involvement Construct," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(3), pages 341-352, December.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Myung Ko & Ruben Mancha & Nicole Beebe & Hyun Shik Yoon, 2013. "Customers’ Personality, Their Perceptions, And Green Concern On Internet Banking Use," Working Papers 0211is, College of Business, University of Texas at San Antonio.

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    More about this item

    Keywords

    Internet Banking; Technology Acceptance Model; High Involvement; Low Involvement; Taiwan;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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