Abstract

Trust is relatively influential factor of customer behavior in online financial services. The purpose of this study
is to propose a framework of intention to continuously adopt online financial services. To test the model, partial
least squares is employed to analyze data collected from 126 respondents in Taiwan. The research findings
showed 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 and
company awareness, prior Internet experience, and navigation functions directly influence on cognitive trust of
online customers, and; 4. transaction security is the only factor that influences on affective trust of online
customers. This research provides a theoretical foundation for academics and also practical guidelines for
service providers in dealing with the trust aspects of online financial service.

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