Abstract: The continuous deepening of financial reform has provided unprecedented opportunities for private capital to compete for the banking industry, accelerating the emergence and development of emerging financial forms such as Internet banking, which is built on Internet technology companies. Based on the trust transfer theory and the UTAUT model, this paper explores the impact of trust transfer and its influence factors on brand trust and consumer adoption of Internet banking. The empirical results show that the brand trust of consumers on Internet companies will positively influence their initial trust on Internet banking, and in turn improve consumers′ behavioral intentions; all of the hypotheses are supported except the relationship between effort expectancy, perceived risk and behavioral intention as well as firm reputation and initial trust;community influence has the greatest impact on intention to use, followed by corporate reputation and initial trust; unlike results of previous studies, need for interaction can negatively impact consumers′ behavioral intentions to use Internet banks, under the context of Internet banking.

Key words: Internet companies, Internet banking, consumer adoption, unified theory of acceptance and use of technology, trust transfer