they found that lack of trust on the security of network bank network banks are very familiar with their own operationalis the main reason why they are reluctant to use network mechanism, products and services. On the contrary,bank. Allow for the characteristics of network bank, JIAO customers belong to the short end. Customers deem it out ofY ongbing(2008) brought customer trust factors into the question that the banks have preference of opportunismtechnology acceptance model, and then they calculated and behavior by hiding some related contents or cheating. Thus,verified customers adopting intention of network bank . banks have to eliminate the information asymmetry forThey also emphasized that when banking sectors design winning customer trust. It is demanded that distributionnetwork systems, factors not only include usefulness and information must be objectively true, but should not beusability, but also trustworthiness and risky. boastful. For example, network banks should present the It can be seen from the researches above that indeed risk to customers when introduce their advantages. Second,customer trust online could be subjected by factors related the information must be accurate. It refers to timeliness andto the web site. Current researches mainly analyzed the integrality of the published information. Information often isrelated factors from the static point of view. Actually, time-limited in part. Outdated information can bringfactors influencing customer trust would vary along with customers about side effects instead of help. The bankingfamiliarity of the customers with the web site. Thus, on base site must update in real time, for example revise theof the research above, this paper makes a dynamic analysis exchange interest rate everyday according to marketon the network bank factors influencing on customer trust. variations. Otherwise, when customers find information out of-date or inaccuracy, they will be suspicious of the banks III. ANALYSIS ON WEB SITE FACTORS INFLUENCING ON capability. Information integrality refers to POTENTIAL CUSTOMER TRUST comprehensiveness and avoiding omission. Network banks Before customers carry on consumer online, they shall are different with the traditional ones. Time-spacesearch for the related products and organizational separation makes customers excluded from face-to-faceinformation. Generally, they visit the network banks with services and inquiring. As a result, the informationthe purpose to acquaint themselves with the scope of introduction must be integrated.business, products, services and business process, or to Based on the above analysis, propose two hypothesesinquire about deposit and lending rate, exchange rate market thereafter:and bank policy. Thereby, the UI design and information HI: The better the UI design, the more trust potentialquality of the web site help to form potential customer trust customer place to the network bank.importantly. H2: The better the web site quality, the more trust potential customer place to the network bank.A. Web Design Interface Cognition-based trust is an important means ofestablishing trust. It depends on rapid cognitive cues or first IV. ANALYSIS of WEB SITE FACTORS INFLUENCING ONimpression in interpersonal interactions. When customers ACTUAL CUSTOMER TRUSTvisit the network bank, they would catch the trustworthy With the increasing of familiarity, a part of potentialinformation rapidly. Symbols influencing customer trust are customers come to open an online account, and becomemainly embodied in design elements of the web interface, actual customers. Generally, actual customers motivation issuch as layouts, font, colors, word size, application making use of online trade and accessing to value addedconnector and pictures. According to the information they services. They can get through payment, transferringget, customers endow the web site with individual accounts, remitting and applying for loan, besides inquiringcharacters, such as top rate, trustworthy, competent. about their account stats and transaction records by meansAccordingly, the site layout and its style can impress on of web query system. At the same time, they can get relatedcustomers deeply, especially for the first visit. Once consultations and help in order to increase added value.customers consider the web interface ragged and the layout Therefore, for the actual customers, the factors influencingdisordered, there would be no probability of trust. So it is their trust on network banks mainly include security,the key of potential customer trust to distribute the elements usability and usefulness.scientifically and reasonably. Empirical studies have shownthat the coherence of color tone and the picture authenticity A. The Securitycan increase trust, and the logo location is very important The census about 10 developed cities from CFCA in 2007because fluttering logo make customers feel it unauthentic. reveals that, in the nearly 62% of the nonusers of network banks, 71.7% of them decide not to use because of its lowerB. Information Quality security. When customers trade by means of network bank, Information quality is reflected by two respects thereinafter: it refers to hypersensitive privacy information. TheyFirst, the information should be real. At the present time, extremely worried about missing personal data whenInformation asymmetry exists in the relationship between computer poisoned, data stolen in the process ofnetwork banks and customers. As the prevailing party, transmission and their accounts attacked by hacker. For this 666 Authorized licensed use limited to: Guru Anandan Saminathan. Downloaded on July 03,2010 at 05:46:41 UTC from IEEE Xplore. Restrictions apply.
reason, banks should reinforce their capability about dependence on the network bank, and he would like totransaction security and privacy protection. At the same establish covenantal relationship with the bank. Whereas,time, they still can promise to the customer security of the the customer will lose his trust, and finally give up the usenetwork technique. of network bank. Based on the analysis above, propose three hypothesesB. The Usability thereafter: As a self-service system, customers should operate by H3: The better security, the more customer trust inthemselves in network bank trade. Whether the customer network bank.choose online trade could be affected by self-efficacy. The H4: The greater usability, the more customer trust inso-called self-efficacy refers to individuals subjective network bank.judgments or beliefs of their ability to leverage the skills to H5: The greater usefulness, the more customer trust incomplete an activity, which represents their degree of network bank.confidence in completion of an activity. Generally, people On the basis of HI, H2, H3, H4 and H5, this paperwill avoid the uncontrollable environment where they establishes a customer trust model below:consider it exceed their capacity, but choose the controllable V. CONCLUSIONSenvironment. Thus, if the network banks are good atdesigning navigation system clearly, human-computer Based on the theorizing studies, this paper establishes ainteraction, simplicity of operator and operation manual, the customer trust model under the view of web site. Thiscustomer will consider them capable of controlling, and get model explains that at the establishment stage, its importantmore self-efficacy. Then a kind of affective trust on network to design interface with sense of closeness and provide valuable information for potential customers becausebank has been established. In contrast, if the functions attracting customer represents the primary mission at thisnetwork banks supply are so verbose that the customers fill stage. With the amount of actual customers increasing,it difficult to use unless they devote too much time to study, network banks should pay attention to security, usefulness,they will give suspicion to their own capability and decrease usability, and providing a safe and sure environment intheir self-efficacy. Finally, it leads to abandon because of order to retain customers. Besides, this paper lays the theorydistrust. So, we consider that the usability customers foundation for the following empirical research.perceive has a positive effect on customer trust.C. The Usefulness Williamson (1983) pointed out that trust is a choice ofrational actors, and the rational actor can place trust in hispartner only when expected revenue exceeds the expectedloss . Similarly, customers decide whether to trustnetwork bank, or how much they trust by calculating theutility network banks would bring about to them. The utilityof network banks mainly are reflected by several aspectsbelow: First, the web site provides plenty of products andservices. The more products and services banks provide, themore alternatives customers can choose from, and thencustomers consider it there is more utility. Second, fasttransaction and low transaction cost. Online trade not onlycan avoid annoyance of queuing, but also can reducetransaction cost. According to the data available, one timeonline trade costs only 0.01 dollar, less than 1% of the cost Forming Sustaining Transactionof that in branches. The third refers to better service. Online Trust Trust Terminationprofessionals that the banks set up can answer questionsfrom customers one-for-one by means of online, forexample QQ and message board. Simultaneously, networkbanks can design customized services in connection with the Figure 1 Customer Trust Model of Network Bank under the View ofcustomer information, for example provide personal Web Sitefinancial services and investment analysis for differentcustomers. By utility analysis, if the customer considers thebank competent of his demand fulfillment reliably, the REFERENCESpsychological satisfaction with the network bank will riseup. This kind of satisfaction will lead to customer trust and  Bank of China Online Survey Report,2008 .[EB/OL ].http://www.sina.com.cn. 2008-12-12. 667 Authorized licensed use limited to: Guru Anandan Saminathan. Downloaded on July 03,2010 at 05:46:41 UTC from IEEE Xplore. Restrictions apply.
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