臺灣博碩士論文加值系統

本研究利用顧客關係管理的架構，主要在探討科技接受模型(包含知覺有用性、知覺易用性以及知覺可信性)是否會透過轉換成本、服務便利性間接地影響關係慣性。本研究以台灣地區金融投資淨額前十四名金融業者的網路銀行之533名用戶為研究樣本，利用網路與實體問卷進行配額抽樣，填答者皆必須具有網路銀行的帳戶與使用經驗，再透過結構方程式來分析各項變數彼此之間的因果關係。實證結果顯示，本研究的假說大部分是成立的，證實顧客對於企業的接受態度，會透過轉換成本和服務便利性的增加，間接產生關係慣性上的依賴；其中，本研究提出的最佳分析路徑為: 有用性將會透過服務便利性來增強關係慣性，降低損失客戶可能的風險。本研究所獲得之實證結果與管理意涵，盼能提供金融產業或相關服務產業，重視與顧客互動之服務活動，以提昇公司與顧客關係之緊密，達到永續經營之效。

This study utilized the concept of customer relationship management to investigate the cause and effect relationship among inertia, switching cost, service convenience and technology acceptance model (TAM). The top 14 financial companies in net amount of financial investments of Taiwan on the basis of 533 customers are selected from printing and internet questionnaires as the samples of this thesis by the quota sampling method. The target respondents are people who have internet banking account in these financial service companies. The empirical results of LISREL model indicate that there are positive relationships on the targeted hypotheses, namely different attitude of technology acceptance indirectly enhance the dependence on relationship inertia by switching cost and service convenience. The best approach we provide is perceived usefulness achieves relationship inertia via service convenience positively. In conclusion, the managerial implications of this thesis could provide the appropriate strategies for the internet banking to develop and execute their efficiency and performance of customer relationship methods.

CHAPTER I INTRODUCTION 1
1.1. RESEARCH MOTIVATIONS 1
1.1.1. Research Motivations 1
1.1.2. Research Issues 2
1.1.3. Management Tool 3
1.2. RESEARCH PURPOSE AND EXPECTATION 4
1.2.1. Research Purpose 4
1.2.2. Research Expectation 5
1.3. RESEARCH METHODOLOGY AND PROCEDURE 6
1.3.1. Research Methodology 6
1.3.2. Research Procedure 7
1.4. OUTLINE OF THIS THESIS 9
CHAPTER Ⅱ LITERATURE REVIEW 10
2.1. INERTIA 10
2.1.1. Definition of Inertia 10
2.1.2. Importance of Inertia 12
2.1.3. Constructs and Items of Inertia 15
2.2. SWITCHING COST 16
2.2.1. Theory on Customer Switching 16
2.2.2. Definition of Switching Costs 18
2.2.3. Importance of Switching Cost 20
2.2.4. Assorts of Switching Cost 21
2.2.5. Constructs and Items of Switching Cost 24
2.3. SERVICE CONVENIENCE 28
2.3.1. Definition of Service Convenience 28
2.3.2. Importance of Service Convenience 30
2.3.3. Assorts of Service Convenience 31
2.3.4. Constructs of Service Convenience 33
2.3.5. Items of Service Convenience 35
2.4. TECHNOLOGY ACCEPTANCE MODEL: TAM 37
2.4.1. Definition of TAM 37
2.4.2. Importance of TAM 38
2.4.3. Constructs of TAM 40
2.4.4. Items of TAM 44
2.5 OVERVIEW OF INTERNET BANKING IN TAIWAN 47
2.5.1 The Definition of Internet Banking 48
2.5.2 The Types of Internet Banking 48
2.5.3 The Comparison of Internet Banking and Entity Bank 49
CHAPTER Ⅲ RESEARCH METHODOLOY 53
3.1. RESEARCH FRAMEWORK 53
3.2. RESEARCH HYPOTHESIS 55
3.2.1. Relationship between Perceived Usefulness and Switching Cost 55
3.2.2. Relationship between Perceived Usefulness and Service Convenience 57
3.2.3. Relationship between Perceived Ease of Use and Switching Cost 58
3.2.4. Relationship between perceived Ease of Use and Service Convenience 60
3.2.5. Relationship between Perceived Credibility and Switching Cost 61
3.2.6. Relationship between Perceived Credibility and Service Convenience 62
3.2.7. Relationship among Service Convenience, Switching Cost, and Inertia 63
3.2.8. Relationship between Switching Cost and Inertia 64
3.3 MEASUREMENT AND SCALE 66
3.3.1 TAM: perceived usefulness, perceived ease of use and perceived credibility 67
3.3.2. Switching cost 68
3.3.3. Service convenience 70
3.3.4. Inertia 72
3.4. DATA COLLECTION AND SAMPLING DESIGN 72
3.5. THE METHOD OF STATISTIC ANALYSIS 75
3.5.1. Multivariate Statistical Analysis 75
3.5.1.1. Reliability Analysis 75
3.5.1.2. Validity Analysis 76
3.5.2. Descriptive Statistics Analysis 77
3.5.3. Analysis of Variance (ANOVA) 77
3.5.4. Linear Structural Relation Model (LISREL) 78
3.5.4.1. Structural Equation Modeling and the LISREL Estimation Method 79
CHAPTER Ⅳ EMPIRICAL RESULTS 83
4.1 BASIC STATISTICS ANALYSIS OF PRE-TEST 83
4.1.1 Descriptive Statistic Analysis 83
4.1.2 One-way ANOVA Analysis 85
4.1.3 Reliability Analysis 85
4.2 BASIC DEMOGRAPHICAL STATISTIC ANALYSIS 88
4.2.1 Questionnaire Retrieval 88
4.2.2 Descriptive Statistic Analysis 90
4.2.3 One-Way ANOVA Analysis 94
4.3 RELIABILITY AND VALIDITY TESTS 95
4.3.1 Reliability Analysis 95
4.3.2 Validity Analysis 105
4.4 RESULTS OF LISREL ANALYSIS 113
4.4.1 The Overall Model Evaluation of the Lisrel Model 113
4.4.2 The Results of the Structure Model 115
4.5 EMPIRICAL ANALYSIS OF RIVAL MODELS 121
CHAPTER V CONCLUSIONS 124
5.1 RESEARCH CONCLUSIONS 124
5.1.1 Empirical Results 124
5.1.2 Managerial Implications 127
5.2 RESEARCH LIMITATION 130
5.3 RESEARCH SUGGESTIONS 130
5.3.1 Suggestions for internet banking of financial industry 130
5.3.2 Suggestions for further researchers 131
REFERENCE 132
APPENDIX 1 144
APPENDIX 2 146

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II.In Chinese
1.陳慧君(民98)，網路品質、知覺易用性、知覺有用性、信任及滿意度對顧客忠誠度影響之分析－以電子零售商為例，國立中興大學電子商務研究所碩士學位論文。
2.鄭青展、陳坤志和鍾千惠(民97)，影響銀行顧客關係慣性與顧客忠誠度因素之關聯性模式，中華管理學報，民97年，9卷，3期，23-50。
3.劉宗其(Tsung-Chi Liu)、吳立偉(Li-Wei Wu)和黃吉村(Stephen Chi-Tsun Huang)(民96)，關係慣性與轉換障礙對「滿意度－顧客留存」關係之影響－以金融服務業為例，管理學報，民96年，24卷，6期，671-687。
4.陳澤義(民95)，服務管理，華泰文化出版，民95年。