This study aims to investigate the key psychological and contextual factors that influence consumers’ behavioral intention to adopt Internet-only banking. By applying the stimulus–organism–response (SOR) framework, the study explores how social influence, hedonic motivation and brand image shape perceived trust and perceived service quality and how these perceptions in turn drive adoption behavior.
This study uses a structured, data-driven approach to explore factors influencing individuals’ intentions to adopt Internet-only banking. Survey data from 380 respondents was analyzed. In Study 1, item analysis produced 300 valid samples, which were analyzed with SmartPLS 4 to test the conceptual model. In Study 2 K-means clustering removed outliers based on distance from the cluster center, yielding 206 refined samples, which were analyzed with SmartPLS 4 to confirm and validate the model.
This study shows that perceived trust and perceived service quality play essential roles in shaping users’ intention to adopt Internet-only banking. Hedonic motivation and brand image consistently contribute to positive perceptions, while the effect of social influence is weaker and more context-sensitive. Enhancing data quality through machine learning improved the strength and clarity of these relationships, confirming the robustness of the proposed model.
Banks should strengthen brand image and offer engaging digital experiences to enhance perceived trust and service quality. Internet-only banks can tailor strategies to user profiles, while policymakers may reference Taiwan’s transition model to promote public trust in fully digital financial services.
This study addresses three critical gaps: first, as a novel service, Internet-only banking remains underexplored; the study applies the SOR model to uncover user-driven adoption factors; second, it combines machine learning with traditional statistical methods, improving analytical rigor; and third, findings offer actionable policies supporting the sustainable development of Internet-only banking, adding value for both academics and industry stakeholders.
