A TRUST EVALUATION MODEL OF INTERNET BANKING CUSTOMERS

It is a hot topics that how to measure the trust degree of the Internet banking customers. The major factors on impacting the customers' trust are their personal trust propensity and the recommendation trust before the customer uses it. But the customer's own experience is the major factor after they have used it. In this paper, we establish a two-stage Internet banking customer trust evaluation model. Using this model, the bank managers can measure the trust degree of the customers in the different periods. We hope the model can provide a strong support for the bank managers' decision.