Trust is relatively influential factor of customer behavior in online financial services. The purpose of this studyis to propose a framework of intention to continuously adopt online financial services. To test the model, partialleast squares is employed to analyze data collected from 126 respondents in Taiwan. The research findingsshowed that: 1. website trust influences on the intention to continuous adoption of online financial services; 2.cognitive trust of online customers influences on affective trust; 3. factors of transaction security, website andcompany awareness, prior Internet experience, and navigation functions directly influence on cognitive trust ofonline customers, and; 4. transaction security is the only factor that influences on affective trust of onlinecustomers. This research provides a theoretical foundation for academics and also practical guidelines forservice providers in dealing with the trust aspects of online financial service.
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Pi et al. (2012) studied this question.