Yu, Tsung-Hsun

The new information technology is becoming an important factor in the future
development of financial service industry, most of banks are using the Internet as a
new distribution channel, people use the Internet bank to keep an eye on their money
matters, view their account balance and check receiving payments,Currently, one
stream of internet banking customer retention research focus primarily on the
determinants of continuance intention from cognitive perspective based on technology
adoption model (TAM), whereas another stream of internet banking customer
satisfaction research focused on the emotion from affective events theory (AET), the
studyattempts to bridge the two streams of research and to explain internet banking
customer post-adoption behavior.
Internet banking customer behaviors research focused on the benefits of the
system in determining systems success, the benefits of internet banking are discussed
from five points of view; time saving, cost saving, fast, accessible, and available, we
use the term \ue2utilitarian benefits\ue2 to refer to the functional, on the other hand, internet
banking customer behaviors research focused on the benefits of the emotion, the
benefits of internet banking are discussed from five points of view; excitement,
cheerfulness, delight, security, confidence, we use the term \ue2hedonic benefits\ue2 to refer
to the aesthetic.
Finally, the result show that hedonic benefit improves customer satisfaction more
than utilitarian benefit

Internet Banking Customer Retention: The Affective Role of Hedonic And Utilitarian

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