摘要
Virtual banking is broadly defined in this paper as the provision of banking services via means other than that of traditional physical branches. Currently, virtual banking exists in the forms of ATM, phone banking, home banking and Internet banking. Understanding people＇s adoption intention of virtual banking can help financial institutions formulate appropriate marketing strategies for new forms of banking. This paper examines the current trends in the Internet revolution that have set in motion in the Chinese banking sector, and reports on an empirical research carried out in China to study the customers＇ preference for virtual banking and the factors which they consider influence the adoption of virtual banking.
