Title :
Key factors of online bank brand choice intention —basing on mainland China online banks
Author :
Liao, Junfeng ; Cheng, Rui ; Wang, Zhongqiang
Author_Institution :
Sch. of Econ. & Commerce, South China Univ. of Technol., Guangzhou, China
Abstract :
This study tries to use the theory of relationship marketing on the banking industry. Based on TAM and commitment -trust model, research and analysis the key factors of online bank brand choice intention. In addition, the study tries to find out the relationship between the user´s knowledge and choice when environment changes to online bank. Moreover, the study aims to explore and summarize various factors affecting online bank choice intention, which may be different with traditional bank.
Keywords :
Internet; bank data processing; customer relationship management; social aspects of automation; banking industry; commitment trust model; mainland China online banks; online bank brand choice intention; relationship marketing; Analytical models; Biological system modeling; Computational modeling; Computers; Correlation; Internet; Mathematical model; Online Bank Image; Relationship marketing; TAM;
Conference_Titel :
Industrial Engineering and Engineering Management (IEEM), 2010 IEEE International Conference on
Conference_Location :
Macao
Print_ISBN :
978-1-4244-8501-7
Electronic_ISBN :
2157-3611
DOI :
10.1109/IEEM.2010.5674202
