Linking trust to use intention for technology-enabled bank channels: The role of trusting intentions†

The present research is an attempt to better understand the role of trust in the adoption of technology-based service channels, namely Internet and phone banking. The study conceptualizes and measures trust, distinguishing the cognitive and affective component of trust (the trusting beliefs), the behavioral component of trust (trusting intentions), and the purchase behavior (intention to use), suggesting a mediating role of trusting intentions. Then it tests a model that combines the effect of trusting beliefs and trusting intentions together with the Technology Acceptance Model variables, privacy, and security as well as individual characteristics. Results from 762 retail bank customers revealed a strong mediating role of trusting intention on the intention to use and similar patterns of relationship for the two technology-based bank channels. Several implications for managers and further research are discussed. © 2010 Wiley Periodicals, Inc.

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