The lack of trust is one of the most frequently cited reasons for customer's not returning to Internet service providers. As a new form of commercial activity, online financial services and stock trading involve more uncertainty and risk than traditional financial services. Trust is therefore a relatively influential factor of customer behavior in online financial services. The purpose of this study is to propose a framework of Intention to continuously adopt online financial services. Furthermore, the mediated effects of website trust are trusted. The main method of data collection for this study is a survey instrument designed by the author. The data were gathered from the survey and tested by using partial least squares. The research findings showed that: 1. website trust influences on the intention to continuous use of online financial services; 2. cognitive trust of online customers influences on affective trust; 3. factors of transaction security, website and company awareness, prior Internet experience, and navigation functionality directly influence on cognitive trust of online customers, and 4. transaction security is the only factor that influences on affective trust of online customers. © 2007 IEEE.


Business and Information Technology

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Article - Conference proceedings

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Publication Date

01 Dec 2007