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A Study Of Intention On Continuous Use Of Online Financial Services: The Mediated Effects Of Website Trust, Shih Ming Pi, Shih Hua Lit, Tsang Yao Chen, Hui Min Chen

Business and Information Technology Faculty Research & Creative Works

The lack of trust is one of the most frequently cited reasons for customer's not returning to Internet service providers. As a new form of commercial activity, online financial services and stock trading involve more uncertainty and risk than traditional financial services. Trust is therefore a relatively influential factor of customer behavior in online financial services. The purpose of this study is to propose a framework of Intention to continuously adopt online financial services. Furthermore, the mediated effects of website trust are trusted. The main method of data collection for this study is a survey instrument designed by the author. …