A Study of China's Consumers' Perceived Risk of E-banking

摘要

The developments of the Internet almost change the mode of operation of all sectors, including the banking industry. Since E-Banking started up more than ten years ago,it has achieved a rapid development In China,E-banking has been recognized by more and more people. However,there still are a number of factors affecting the development of E-banking. Based on the consumer's perceived risk perspective,it collects the firsthand data by using a combination of depth interview and questionnaire,selects college students as the research target,and analyzes their perceived risk of E-banking through exploratory factor analysis. It finds out that the perceived risk of using E-banking are composed of procedure risk,economic risk,error risk,information risk and treatment risk. China's commercial banks should be customer-oriented,product differentiation enhancement,traditional channels reconsolidation and effective E-banking promotional strategies.