A Study on the Internet Purchase Intentions of Credit Union Members in Taiwan

Abstract

Credit unions were established in Taiwan over 40 years ago, and their members now_x000D_ number more than two hundred thousand. This study cites the Technology_x000D_ Acceptance Model by Davis (1989) in its discussion of the internet purchase_x000D_ intentions of Credit Union members in Taiwan. Structural equation modeling (SEM)_x000D_ is used to provide a descriptive statistical analysis of such demographic variables as_x000D_ trust, the characteristics of innovation, perceived usefulness, perceived ease of use,_x000D_ attitude, and purchase intentions, and the differences between them. According to_x000D_ this analysis, trust and the characteristics of innovation (through perceived_x000D_ usefulness, perceived ease of use, and attitude) influence the purchase intentions of_x000D_ credit union members. The most important variable is attitude. Accordingly, credit_x000D_ unions should improve the functionality of their websites. They could provide, for_x000D_ example, online ordering, information on commodities, a message board connecting_x000D_ buyers and sellers, online credit card payment, and an increased diversity of_x000D_ products. Furthermore, credit unions could use internet and placement marketing._x000D_ This would increase awareness among members and the general public of the_x000D_ benefits of purchasing using the CU Let platform, and lead to its becoming a more_x000D_ popular choice among consumers.