Due to the rapid developments of Fin Tech businesses, more people are relying on Internet-only banking
as their only way of doing financial business. Based on migration theory, the purpose of this study is to
adopt the Push-Pull-Mooring (PPM) model proposed by Bogue (1969) to explore consumer loyalty of
using internet-only bank services. Furthermore, we identified two Push factors, including perceived
security risk and vulnerability, five pull factors, including network externality, information quality, system
quality, service quality and service innovation, as well as two Mooring factors, including habit and trust.
Data collected from 233 customers provide strong support for the research model. It is hoped that the
findings can provide the best improvement strategies to satisfy the internet-only bank services for
customers’ behavior needs.
