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.
