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In this study, the authors extended the perceived risk-value model to include customer involvement to conceptualize an adoption intention model in the context of internet-only bank services (IOBSs). Hypotheses were tested using survey data collected in China. A total of 252 valid questionnaires were returned. Structural equation modeling was used to test two models, an antecedent model, and moderating model, constructed by assuming that customer involvement affects the perceived risk-value model in different ways. The findings verified that the perceived value could explain customers’ intention to adopt IOBSs, whereas the influences of perceived risk were discovered to be nonsignificant, reducing the fitness of the perceived risk-value model. However, the opposite result was obtained when customer involvement was considered to exert a moderating effect rather than an antecedent effect. The implications of this research for IOBS service operators are discussed, and suggestions for future research are provided.

Customer Involvement Facets Stimulating Customers’ Intention to Use Internet-Only Bank Services in China: The Extension of Perceived Risk-Value Model