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


  • Kuei-Chiu Lee

    () (Department of Cooperative Economics, Feng Chia University, Taiwan)

  • Yu-Hui Chang

    (Department of Cooperative Economics, Feng Chia University, Taiwan)


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

Suggested Citation

  • Kuei-Chiu Lee & Yu-Hui Chang, 2012. "A Study on the Internet Purchase Intentions of Credit Union Members in Taiwan," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 8(1), pages 121-151, January.
  • Handle: RePEc:jec:journl:v:8:y:2012:i:1:p:121-151

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    More about this item


    trust; characteristics of the innovation; technology acceptance model (TAM); credit union; structural equation modeling (SEM);

    JEL classification:

    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages
    • Z13 - Other Special Topics - - Cultural Economics - - - Economic Sociology; Economic Anthropology; Language; Social and Economic Stratification


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