A Study of Intention on Continuous Use of Online Financial Services: The Mediated Effects of Website Trust

The lack of trust is one of the most frequently cited reasons for customer´s not returning to Internet service providers. As a new form of commercial activity, online financial services and stock trading involve more uncertainty and risk than traditional financial services. Trust is therefore a relatively influential factor of customer behavior in online financial services. The purpose of this study is to propose a framework of intention to continuously adopt online financial services. Furthermore, the mediated effects of Website trust are trusted. The main method of data collection for this study is a survey instrument designed by the author. The data were gathered from the survey and tested by using partial least squares. The research findings showed that: 1) Website trust influences on the intention to continuous use of online financial services; 2) cognitive trust of online customers influences on affective trust; 3) factors of transaction security, Website and company awareness, prior Internet experience, and navigation functionality directly influence on cognitive trust of online customers, and; 4) transaction security is the only factor that influences on affective trust of online customers