A Study on the Determinants of Consumer's Atittude to IB Adoption: An Extended Research Based on TPB Model

With the fast development of IT, Internet Banking(IB) has become an important component of our daily life, and the research on IB consumer behavior has also become a hotspot in both theoretical and practical aspect. Based on TPB which analyze consumer behavior from atittude to behavior, subjective norm and perceived behavior control, the paper analyzed consumer's atittude to IB adoption(AIBA)'s determinants from IB service quality(IBSQ), customer perceived value(CPV) and customer perceived risk(CPR). We hoped to provide marketing or management suggestions to commercial bank's IB development and tried to make a new development about TPB.