Monthly Taiwan District The Republic of China published, as of January 2013, there were 6036 business bases of domestic banks, foreign banks and credit cooperative, so there is fierce competition in Taiwan banking industry. In order to save cost and increase benefit, it is imperative to promote E-bank. According to the survey of Taiwan Network Information Center, as of March 2012, there were totally 150 million internet users in Taiwan, which increased 540 thousand users than that in 2011, thus obviously, the people using the internet in Taiwan has been growing every year. The popularity of the internet drives the electronic commerce market to flourish, in term of highly information-based banking industry, how to encourage the consumers to accept the relevant financial services provided by financial companies in the electronic commerce market with enormous business opportunities, then strengthen the competitive advantages, that would be a worthy and important subject. Thus this study will aim to relevant consumer behaviors of E-bank market in Taiwan to discuss.
This study takes the intangibility (reliability consciousness), tangibility (web design) in perceived service quality and perceived sacrifice as the antecedents to discuss the impact of the consumer on E-bank attitude and behavior intention in E-bank market of Taiwan. The objects are mainly from the common people in greater Taipei metropolitan area, and SPSS12.0 and LISREL8.7 are used as the date analysis tool.
In this study , after analyzing by the structural equation modeling, the conclusions obtained as follows:
I. In Taiwan E-bank market, E-bank attitude does affect the E-bank behavior intention.
II. In Taiwan E-bank market, the intangibility (reliability consciousness) of perceived service quality will affect the attitudes of consumers to E-bank, then affect the E-bank behavior intention, however, the tangibility (web design) affects the E-bank attitude without significant effect.
III. The impacts of perceived sacrifice on E-bank behavior intention must be mediated by attitude.
Keyword: E-bank, perceived service quality, perceived sacrifice, behavior intention.