The Research on the Determinants of Online Financial Services Acceptance in Rural Areas of China

Although online financial products are emerging with huge advantage, research related in developing country is inadequate, especially for rural area. To identify the factors that contribute to adopting online banking in rural area in China, We proposed a structural model which integrated technology acceptance model (TAM) and theory planned behavior (TPB). Considering the characteristic of financial activities, the factor of perceived risk was introduced into model. Based on the sample of 224 respondents, we applied partial least squares (PLS) to test the model proposed. The path significance levels were estimated using the bootstrapping method (1,000 resamples). The results indicated that the factor of self-efficacy intensely influence perceived usefulness, perceived ease of use, behavioral intentions and usage behavior. However, the effects of perceived risk and social influence are moderating. The implications of the findings are discussed, as well as limitation.