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研究生:劉丹楓
研究生(外文):TAN-FENG LIU
論文名稱:投資者網路下單行為意向之研究-以計劃行為理論與社會認知理論為應用
論文名稱(外文):A Study of Investment s’ Behavior Intention of Online Trading:An Application of Theory of Planned Behavior and SocialCognitive Theory
指導教授:黃國良黃國良引用關係
指導教授(外文):Gow-Liang Huang
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:金融營運所
學門:商業及管理學門
學類:財務金融學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:107
中文關鍵詞:社會認知理論網路下單計劃行為理論
外文關鍵詞:online tradingthe planned behavior theorythe social cognition theory
相關次數:
  • 被引用被引用:31
  • 點閱點閱:633
  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
中文摘要
隨著網際網路的興起、電腦及通訊設備的發達與網路投資理財的趨勢下,國內外券商陸續加入網路交易的行列,但是儘管有愈來愈多的文獻研究網路下單相關主題,但是大部分研究都集中在網路下單之顧客滿意度上。
本研究主要在探討投資者網路下單行為意向之研究,援引已有嚴謹結構,且經驗證支持之計劃行為理論與社會認知理論,針對投資者進行問卷調查,建構出投資者網路下單之行為意向模式,以更深入了解投資者行為因素、個人因素及環境因素三者間之互動關係。
本研究是以問卷的方式來收集資料,對象為南部地區之投資者。結果顯示:
(1)計劃行為理論:投資者的態度信念,顯著影響投資者網路下單的行為意向;投資者的主觀規範信念,對投資者網路下單的行為意向,未達統計上之顯著水準;投資者的知覺行為控制,會影響投資者網路下單之行為意向。
(2)社會認知理論:投資者之「個人」、「環境」和「行為」等三信念因素會相互影響。本研究結果發現上述三信念因素是相互影響的,當其中一個因素改變會使得其他二個因素產生變化。
Abstract
With the coming of the Internet era, the development and the popularity of computer information technology and the tendency of Internet financial investment, domestic and foreign securities have scrambled to launch online stock trading. There are more and more documents on the research of the online trading, but most of them seem to focus on the customer satisfaction of online trading.
This study tries to explore the investments’ behavior intention of online trading, based on quoting the planned behavior theory and social cognition theory, which are well-knit and also well supported with evidences. We design our research on the investments using survey questionnaire. We expect to structure the investments’ behavior intention model, and understand the interactive relationship among personal, environmental, and behaved factors.
This study collects research material and information by conducting questionnaires survey. Our survey subjects are the investments in the south of Taiwan. The research results are as following:
(1)The Planned Behavior Theory:The investments’ behavior intention are influenced obviously by their belief and attitude.;The subject norm of investments did not achieve the expected statistical significant level.;The perceived behavioral control will affect the behavioral intention.
(2)The Social Cognition Theory:Personal factor, Environmental factor and Behavioral factor, all of these three factors will be inter-influenced among each other. This study show responded that if one of the factors is changed, and the other factors will also change.
目 錄
中文摘要I
AbstractII
目 錄 IV
表目錄 VI
圖目錄VIII
第壹章 緒論1
第一節 研究背景及動機1
第二節 研究問題與目的3
第三節 研究流程4
第貳章 文獻探討5
第一節 網路下單6
第二節 計劃行為理論16
第三節 社會認知理論29
第四節 計劃行為理論與社會認知理論之比較40
第參章 研究方法44
第一節 研究架構44
第二節 研究假說46
第三節 問卷設計與預試48
第四節 資料分析方法51
第肆章 研究結果與分析55
第一節 研究假說之信度、效度分析56
第二節 研究假說之檢定57
第三節 描述性分析69
第五章 結論與建議80
第一節 研究結論80
第二節 研究建議83
第三節 研究限制87
參考文獻88
附錄一96
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