Analyzing the factors influencing adoption intention of internet banking: Applying DEMATEL-ANP-SEM approach

The main purpose of this study is to propose a research model to explore the key factors affecting consumers’ willingness to use online banking. There are two stages in this research. Firstly, the decision making trial and evaluation laboratory (DEMATEL) and analytic network process (ANP) were used to explore the key factors of companies in operation of online banking. Secondly, the structural equation modeling (SEM) was used to explore the key factors of consumers’ actual use of online banking. The results showed differences in the factors that companies and consumers adopted. Based on the findings, companies can adjust their business strategies and improve the consumers’ willingness of online banking usage. The primary factor valued by both companies and consumers is trust. Hence, in the business of internet banking, the companies must strengthen areas such as liquidity monitoring, information security, and compliance with financial regulations, in order to reduce risks and gain customers’ trust.