The effect of online-to-mobile trust transfer and previous satisfaction on the foundation of mobile banking initial trust
The objective of this research is to reveal the mechanisms associated with the initial formation of peoples trust in mobile banking and intention to use the service.And this research fills a research gap by focusing on online to mobile trust transfer process and the effects of previous satisfaction,which has received almost no attention.For this,we attempt to understand the effect of three antecedent factors (structural assurance,compatibility and relative advantage) on shaping a customers initial trust in mobile banking and usage intention.Furthermore,we investigate the impact of customers previous satisfaction and online banking trust on the initial trust in mobile banking and its antecedents.The study tests hypotheses by using a sample of 313 college studies that have used online banking before.Results show that online trust positively influence initial trust in mobile banking and customersperceived structural assurance of mobile banking.And customersprevious satisfactions with online banking have positive effects on initial trust,perceived relative advantages and perceived compatibility,just as proposed.Thus,online-to-mobile trust transfer process and the effects of customers previous satisfaction should be considered when designing multichannel strategies and attracting customers to use mobile banking.
initial trust mobile banking online-to-mobile trust transfer previous satisfaction
Shan chu Lu yao-bin
School of management,Huazhong University of science and technology China,wuhan
国际会议
第八届国际移动商务会议(Eighth International Conference on Mobile Business)
大连
英文
1-6
2009-06-27（万方平台首次上网日期，不代表论文的发表时间）