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Technology acceptance research can be used to develop global strategies for e-commerce/service industries with market segments having multiple cultural identities. For banks to attract the fastgrowing Chinese American population, knowing the factors influencing Internet banking adoption is important. The survey (N=254 Chinese Americans) used demographic and attitudinal factors from the Technology Acceptance Model and the Diffusion of Innovations Theory. Recommendations for online banking implementation are based on analysis supporting the significance of gender, language, and attitudinal factors.

CHINESE AMERICAN ONLINE BANKING: MULTICULTURAL ACCEPTANCE OF INFORMATION TECHNOLOGY