A Study of Chinas Consumers Perceived Risk of E-banking

摘要：

The developments of the Internet almost change the mode of operation of all sectors, including the banking industry. Since E-Banking started up more than ten years ago,it has achieved a rapid development In China,E-banking has been recognized by more and more people. However,there still are a number of factors affecting the development of E-banking. Based on the consumers perceived risk perspective,it collects the firsthand data by using a combination of depth interview and questionnaire,selects college students as the research target,and analyzes their perceived risk of E-banking through exploratory factor analysis. It finds out that the perceived risk of using E-banking are composed of procedure risk,economic risk,error risk,information risk and treatment risk. Chinas commercial banks should be customer-oriented,product differentiation enhancement,traditional channels reconsolidation and effective E-banking promotional strategies.

关键词： E-banking Perceived risk Factor analysis

作者: Xueni Li Zhihao Chen Lili Ye

作者单位: School of Business Administration,Zhongnan University of Economics and Law,Wuhan,430074,China

会议类型: 国际会议

会议名称: The Tenth Wuhan International Conference on E-Business(第十届武汉电子商务国际会议)

会议地点: 成都

会议语种:英文

页码: 783-789

在线出版日期: 2011-05-13（万方平台首次上网日期，不代表论文的发表时间）