The Key Factors Influencing Internet Finances Services Satisfaction: An Empirical Study in Taiwan

The global innovation of information technology fundamentally reshaped the finance technology and the flourishing development over the past decade. The high coverage of both the internet network and the mobile phone has facilitated Taiwan to become one of the most potential internet finance regions. This study aims to empirically validate the technology acceptance model (TAM 3) for exploring the key factors that influence the internet finance development. SEM was adopted to investigate both the hypothesis and the path coefficient associations among the constructs and their significance. Confirmed factor analysis for the instrument validity and reliability assessment was made. Hierarchy regression was performed to test the moderator effect of experience and voluntariness. This study result found that Taiwan finance customers had high expectations of information security and preferred high technology products with complex functions. The result demonstrated that customer’s Use Behavior was influenced by Perceived of Usefulness, not Perceived of Ease of Use. The moderator effect result in Experience had a positive moderator effect on Objective Usability to Perceived Ease of Use. This research extracted the key factors that influenced the internet finance development in Taiwan for providing both local government and internet finance developing countries guidelines while concurrently developing an internet finance development strategy.