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Top1. Introduction
Because of the convenience of sharing information and low communication cost, E -commerce has been gaining popularity and diversification in the application of banks (Lin, 2011; Oliveira et al., 2014). E-commerce makes banks have more opportunities in the online transactions (Meeker, 1999). Using financial electronic commerce mode to do personal finance and online transactions has evolved a trend nowadays. Internet technology creates an infinitely financial information environment (Erikssona and Nilssonb, 2007). With the applications of computers and the Internet become more sophisticated, many traditional practices have gradually been changing by information technology, also using the characteristics of zero time and space differences to solve the problems under the traditional system. Therefore, the network fellowship auction (also known as the Internet Mutual Association) was born. The network fellowship auction broke through the restrictions of time and activity space, and carried out a bidding behavior through the Internet (Ordanini et al, 2001). The network fellowship auction also has both time-saving and convenience advantages (Ordanini et al, 2001).
SinoPac Bank marked the first launch of the network fellowship auction on 2008 in Taiwan. SinoPac Bank provided professional risk checks by auditing the quality of participating members. Customer demand-oriented e-commerce has caused a major impact on the global economy. Faced with this impact and innovation, companies must explore what factors dominate the online consumer behavior (Fernandes, Raja, White and Tsinopoulos, 2006). For most consumers, the network fellowship auction is a new technology experience.
Due to the rapid development of the information technology era, the true value of information technology was produced by the actual use of users. Therefore, the process of users determines to use information technology has become an issue worth concerned. Davis (1989) proposed the Technology Acceptance Model (TAM), mainly applied to understand the popularity of information technology and the decision factors of determining to use information technology (Taylor and Todd, 1995). Financial e-commerce is an innovative business model developed by services of entity financial business cooperates with e-commerce platform, which can reduce transaction costs and time. However, the promoting innovative business services, in addition to the integration of technology and the supply side, the test of the market and the acceptance of customers, are the keys to the profitability of new services. Therefore, this study extended the TAM to discuss consumer willingness and acceptance of the network fellowship auction, and expected to understand consumer attitudes towards the use of the network fellowship auction in Taiwan.