SECURITY, RISK, AND TRUST IN INDIVIDUALS’ INTERNET BANKING ADOPTION: AN INTEGRATED MODEL

Abstract

The fact that trust has a specific influence upon individuals’ adoption of internet banking has been proven in previous research. However, only few cues about the related evaluation of trust in the online environment are provided and the definition of trust is still ambiguous. Therefore, an integrated SRT (Security-Risk-Trust) model is proposed in this research to explain (1) the relationships among trust and the other highly relevant factors, perceived security and perceived risk; as well as (2) the effects of the above three factors on individuals’ adoption of internet banking. An empirical study is accordingly conducted and the data comes from three universities in north Taiwan, and includes 188 students and faculty. Two results are obtained: first is that perceived security is an important antecedent of trust and perceived risk; second is that perceived security has both direct and indirect effects upon individuals’ adoption of internet banking. Hence, we suggest that the management of internet banking should put more emphasis on implementing novel information security mechanisms and marketing methods to increase individuals’ perceived security, which is crucial to their internet banking adoption.

To cite this document: Chorng-Shyong Ong and Yi-Luen Lin, "Security, risk, and trust in individuals’ internet banking adoption: An integrated model", International Journal of Electronic Commerce Studies, Vol.6, No.2, pp.343-356, 2015.

Permanent link to this document:
http://dx.doi.org/10.7903/ijecs.1428