Key Factors of Online Bank Brand Choice IntentionBasing on Mainland China. Online Banks

摘要

This study tries to use the theory of relationship marketing on the banking industry. Based on TAM and commitment –trust model, research and analysis the key factors of online bank brand choice intention .In addition, the study tries to find out the relationship between the user's knowledge and choice when environment changes to online-bank . Moreover, the study aims to explore and summarize various factors affecting online bank choice intention, which may be different with traditional bank.