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Culture and Internet Banking Technology: Long-Term Orientation Over the Acceptance

Culture and Internet Banking Technology: Long-Term Orientation Over the Acceptance
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Author(s): Leelien Ken Huang (Feng Chia University, Taiwan)
Copyright: 2019
Pages: 21
Source title: Handbook of Research on the Evolution of IT and the Rise of E-Society
Source Author(s)/Editor(s): Maki Habib (The American University in Cairo, Egypt)
DOI: 10.4018/978-1-5225-7214-5.ch011

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Abstract

The interaction between the cultural value of long-term orientation and internet banking technology acceptance is examined. A survey involving a total of 376 potential users was conducted in an internet banking setting in Taiwan. The results confirm previous TAM findings that both efficacy and belief variables have significantly positive direct and in-direct effects on the usage, but under the cultural influence of long-term orientation, users remain hesitant to accept internet banking technology because they are more concerned with face-to-face long-term bank relationships to ensure future gratification than with current social status influence to obtain immediate benefits (e.g., convenience). Practitioners may refer this cultural influence on users' behavior in Fin-tech development. The implications of the study are discussed.

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